A Case Study on River Island

Topics: Brand, Brand equity, Branding Pages: 26 (8185 words) Published: July 19, 2014


DISSERTATION TOPIC
HOW DOES BRAND IMPACT ON CUSTOMER LOYALTYIN TH UK FASHION INDUSTRY? A CASE STUDY OF RIVER ISLAND

Prepared by: Mian Ali Shan
Student ID: L0459KKKK0412
This dissertation is submitted to the Cardiff Metropolitan University for the award of the BA (Hons) in business studies.

ABSTRACT

The study is based on a case study of River Island from which I will be collecting the primary data. The purpose of this research is to show the impacts of brand on customers that how brands are loyal to the customers and how necessary it is for an organisation to be loyal to its customer? The research focuses on how companies maintain loyalty with its customers and how they make profit out of them? To be able to get the deeper idea and to understand this research, this study has shown the strategies of customer loyalty, have explained and introduced specific activities which keep customers loyal. Furthermore benefits generated from maintaining customer loyalty has been show, which includes both for the company and customer as well. Researcher has used both the quantitative and qualitative methods because it will be helpful in the research with much amount of data to be collected. While using the primary data researcher have structured a questionnaire which was provided to the staff and interviewed the management. Secondary data has been collected from various sources like Articles, Journals, magazines and text books. The research has been conduct in a very ethical manor. To collect and analyse the data and findings an SPSS has been used. From the finding it has shown that there is strong relation between brand and customer. It has been explained thoroughly. Relative recommendations have been given which shows a proposed work and research has been further addressed. The result of this study shows that companies now days are aware of the importance of customer loyalty by giving them the idea of customer loyalty programs.

Contents

CHAPTER ONE

BACKGROUND TO THE STUDY
Many organisations use branding as a strategic tool with increasing regularity in business environment. Branding plays a very important role and brands and brandings are not new ideas, historian of business say that branding is over 100 years old and its role is becoming more important. (Roony, 1995) According to Roony (1995) the brands are used by organisations to entice customers by promoting the image, value or lifestyle or prestige. Furthermore he adds that branding is a state or a technique to build sustainable environment through people. In brand management four Ps (product, price, place and promotion) as well the implementation of the strategies are the main factors. Also within brand management, brand equity and brand image has been developed which measures the guide to corporate strategy development. (Logman, 2004) Wood (2000) mentions that there are multiple meanings of brand equity and is defined by the marketers in different ways. This difference lies between the relationship of a customer and brand. To make it more simple meanings of brand has been provided. It is a business to make or build customer loyalty with the customer. All companies have to maximize the share of customers. When a consumer starts thinking about the product whether to buy it or not and he/she start seeing the alternative, this set of possible choices is called consideration set. It enables the consumer to manage the level and make rational choice. (Wirtz and Mattila, 2003) STATEMENT OF THE PURPOSE

The central aim of this study is to show the impact of brand on customer loyalty and over all strategies and relationship between customer and a brand. The researcher will approach the data in a systematic way. Primary data will be collected from the case study in order to know about the relationship of the customer with the brand which will make the researcher do a thorough research to reach the conclusion and final...


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