Brand Loyalty and a Comparison of This Research Proposal

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brand loyalty and a comparison of this element between young people from developed and developing countries. It is possible, however, to surmise specific information about brand loyalty and how this manifests in different parts of the world. As such, the literature study serves to inform various aspects of the investigation to be conducted, while also confirming the necessity of more specific studies in this regard.

Liao et al. (2010), for example, focus their work on various aspects of customers' interactions with brands, including brand trust, customer satisfaction, loyalty, and the influence of these on word-of-mouth. Although the industry of focus is automotive, the work nonetheless offers valuable insight. The main finding, for example, is that customer satisfaction improves brand loyalty and the likelihood of positive word-of-mouth advertising. Hence, customer satisfaction should be at the heart of product promotion. In terms of the study to be conducted, customer satisfaction would therefore be a good starting point for investigating factors that influence brand trust, loyalty, and word-of-mouth among the populations to be compared.

Nam, Ekinci and Whyatt (2011) also conducted a study in an unrelated industry, which his hospitality. Nonetheless, important influencing factors such as lifestyle-congruence can be related to the sports industry and young people, as investigated in this study.

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The main important factor in Naseer and Ehsan's (n.d.) work, on the other hand, is the fact that it focuses on a developing country, which is Pakistan, to investigate brand loyalty development. Specifically, the factors of manufacturing, innovation, services, and marketing were investigated, specifically in terms of the young population and their loyalty to designer apparel. The authors concluded that, while manufacturing quality had no influence on loyalty among young customers, innovation, services, and marketing were important factors.

Ha et al. (2009) also investigate certain factors of brand loyalty in a developing country, which is Korea. Factors like advertising spending, store image, perceived quality, and customer satisfaction correlate well with other marketing studies as important to be investigated for customers' feelings about products. The fact that the work is focused on the banking industry, compared with the other industries mentioned above, reveal that many of the factors investigated in terms of brand loyalty are uniform across industries.

A future area of investigation might therefore focus on comparing certain factors of brand loyalty influences across a variety of industries. It will be interesting to find….....

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