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

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Viktor Ingemansson Isac Nilsson 
Dasaret Vllasalija
 

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Abstract
Course/Level:
2FE16E, Bachelor Thesis
Authors:
Ingemansson Viktor, Nilsson Isac & Vllasalija Dasaret
Tutor:
 
Viktor Magnusson
Examiner:
Åsa Devine
Title:
 
An exploratory Research on the Relationship between Low 
Product Involvement and Brand Loyalty
Keywords:
 
Brand loyalty, product involvement, behavioral brand loyalty, 
cognitive brand loyalty, and emotional brand loyalty
Background: 
Brand loyalty is becoming increasingly important for brands in the 
competitive market. To get brand loyal customers is something 
that every brand should strive for, since they are a great source of 
possible income. Getting customers involved in a brand is a way to 
create brand loyalty. Customers have stronger reactions when 
exposed to a brand and, therefore, involvement is often seen as an 
important step in a company’s brand strategy. 
 
Research questions:
RQ1: How can the relationship between the facets for low product
involvement and behavioral brand loyalty be expressed?
RQ2
: 
How can the relationship between the facets for low product 
involvement and cognitive brand loyalty be expressed?
RQ3
: 
How can the relationship between the facets for low product 
involvement and emotional brand loyalty be expressed?
Purpose:
 
The purpose is to explore how low product involvement is related 
to brand loyalty. 
Methodology:
A qualitative study with an exploratory approach using semi-
structured interviews.