Half Price Emotions. The Affect of Brand Equity upon Customer Loyalty

      Аннотация: In recent years the importance of how the modern customer interprets the ever increasingly complex messages that brands portray has turned into one of the biggest mysteries of retail. This study looks at how, and to what extent, the effect brand equity has upon customer loyalty both in terms of customer behaviours and attitudes within the nationwide retail setting. Whilst most studies have concentrated on the US retail space i have brought the spotlight onto the UK - one of the most psychologically charged retail operations in the world.

Ключевые слова: Brand Awareness, Brand Equity, Brand Loyalty, Branding, marketing