The Impact of Brand Awareness on Customer Loyalty towards Igloo Ice Cream: A Study on Dhaka University Students
作者: S.M. Shariful HaqueTauhid Ahmed BappyMd. Arifuzzaman
刊名: International Journal of Science and Business, 2018, Vol.2 (2), pp.1-21
来源数据库: IJSB-International
DOI: 10.5281/zenodo.1136274
关键词: Brand buildingBrand AwarenessCustomer Loyalty
原始语种摘要: The importance of brand awareness to develop higher level of customer loyalty in the ice cream industry is multifaceted. Igloo, being the market leader, takes a wide range of brand building measures to make customers more aware but that does not necessarily lead them to capture the multifarious benefits of full customer loyalty. The purpose of the study, however, was to identify the impact of brand awareness on consumer loyalty towards Igloo Ice Cream. All the 100 respondents chosen for this study using stratified sampling technique were surveyed with 5 point Likert Scale. The data were analyzed using statistical tools such as factor analysis and multiple regression analysis. The study reduced the twelve brand awareness building variables such as brand name, logo, slogan, character,...
全文获取路径: PDF下载  IJSB 

  • loyalty 忠实
  • customer 用户
  • brand 黑穗病
  • towards 朝向
  • sponsorship 
  • marketing 市场学
  • promotional 促进
  • awareness 意识
  • trade 买卖
  • three