A study on brand loyalty towards innerwear

• Main Authors: Tan, Diyao, Yam, Wei Pei, Woo, Andy Kok Leung
• Other Authors: Chen Yee Fong, Geraldine
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/33516
• Institution: Nanyang Technological University

The existence of innerwear dates as far back as 7000 years, yet it has continued to evolve in its functions and uses till date. This study aims to identify and study the importance of roles and functions of innerwear to consumers and how they are related to brand loyalty. Moreover, the differences b...