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

3.2 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?
 
 
 
 
Figure 1- 
Research model
. (Ingemansson, Nilsson & Vllasalija, 2015)

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4 Methodology chapter 
This methodological chapter will explain the researcher's approach to the study. The chapter 
consists of theoretical explanations of the methods used, followed by the authors motivating 
choice and approach of the study. The researchers criteria when searching for accurate 
sources can be found in Appendix 1.
4.1 Research approach
 
4.1.1 Inductive vs. Deductive research
 
There are two research designs that can be used when conducting a study, inductive and 
deductive research. Inductive research strategy is grounded on that the theory is the result of 
the research (Bryman & Bell, 2011). Furthermore, inductive research can be explained as the 
research improves or creates the theory out of the data collected during the study (Ghauri & 
Grønhaug, 2005). Accordingly, inductive research signifies that the conclusions are based on 
the observations and, through it, forms a new theory. The opposite of inductive reasoning is 
deductive research where a hypothesis is constructed based on existing literature (Bryman & 
Bell, 2011). The deductive approach initiates with an investigation of existing literature, and 
from that, a hypothesis can be founded that is based on the existing literature. The hypothesis 
constructed needs to be expressed in operational terms. In other words, it has to be shown 
precisely how variables or concepts are to be measured prior to the empirical testing 
(Saunders et al, 2009). Depending on the collected data from the research, the hypothesis can 
either be rejected or accepted. Lastly, potential modification of the existing theory might be a 
fact depending on the findings (Bryman & Bell 2011).
The authors implemented a deductive approach when conducting the study due to the fact that 
the data gathering process derives from existing literature. The researchers utilized existing 
literature when investigating low product involvement within the concept of brand loyalty in 
this exploratory study. Based on the findings, the researchers developed an own conceptual 
model that was presented in the analysis chapter.