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

Conclusion: 
 
The empirical investigation demonstrated that customers could be 
brand loyal to low involvement products through the facets 
pleasure, risk probability, quality, and sentimentality.
 
 
 
 
 
 
 

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3
1 Introduction ................................................................................................................................... 4
1.1 Background .......................................................................................................................................... 4
1.2 Problem discussion ........................................................................................................................... 5
1.3 Purpose .................................................................................................................................................. 6
2.1 Brand Loyalty ...................................................................................................................................... 7
2.1.1 Behavioral and Attitudinal Brand Loyalty ............................................................................. 9
2.2 Product Involvement ...................................................................................................................... 10
2.2.1 Facets of product involvement ............................................................................................................. 10
2.3 Theoretical summary ..................................................................................................................... 12
3 Research model and research questions .......................................................................... 13
3.1 Research model ................................................................................................................................ 13