Factors affecting brand loyalty of undergraduates.

• Main Authors: Fok, Kah Wai., Low, Josephine Suat Hoon., Tay, Wei Poh.
• Other Authors: Ang, Kong Beng
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/11522
• Institution: Nanyang Technological University

This study aims to identify factors that may have an influence on brand loyalty among undergraduates. Undergraduates were chosen for this study due to their greater spending power. Three types of factors were identified -- product attributes, store attributes and customer characteristics. A sample o...