Microsoft Word Bachelor-Thesis-bl-pi-klar docx

6.3 Emotional brand loyalty ................................................................................................................ 46
6.4 New developed conceptual model .............................................................................................. 48
7 Conclusion ................................................................................................................................... 50
7.1 Delimitations ..................................................................................................................................... 51
8 Research Implications ............................................................................................................. 52
Reference list ................................................................................................................................. 53
Appendices ..................................................................................................................................... 57
1. Source Criticism .................................................................................................................................. 57
2. Interview Guide ................................................................................................................................... 58
3. Description of Respondents ............................................................................................................ 59
 
 

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4
1 Introduction
 
The introduction chapter starts off with informing the reader about the concept of brand 
loyalty and product involvement followed by a problem discussion where the researchers 
problematize the research area. Lastly, the chapter ends with the authors stating the purpose 
of the study.