Factors affecting brand loyalty of undergraduates.

• المؤلفون الرئيسيون: Fok, Kah Wai., Low, Josephine Suat Hoon., Tay, Wei Poh.
• مؤلفون آخرون: Ang, Kong Beng
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/11522

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...