Research Proposal: Brand Loyalty

Pages: 5 (1450 words)  ·  Bibliography Sources: 0  ·  Level: Doctorate  ·  Topic: Business - Advertising  ·  Buy This Paper

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[. . .] Although initially selling the brand trhough department stores, sales figures later obliged the brand to use discount stores as a channel of distribution. Finally, the Internet was used as a more profitable channel of distribution because of its increasing popularity in Korea.

The interesting factor in this document is that BoKids signed its initial contract with Oliver of USA, which means two companies from different countries worked together efficiently in terms of brand distribution. This can be applied to the present study in terms of offering insight into brand distribution not only within the U.S.A. And Kenya, but also between the two countries. The Internet is also a major factor that can be investigated in this regard.

Dwyer, B. (2011). Divided Loyalty? An Analysis of Fantasy Football Involvement and Fan Loyalty to Individual National Football League (NFL) Teams. Journal of Sport Management. 25. pp. 445-457.

Another interesting use of the internet in terms of enhancing the popularity of sports and its associated brands is fantasy football as described by Dwyer. The author notes that fantasy football involves the use of interactive elements to increase fans' enjoyment and experience of the sport. The important factor in terms of marketing, however, is that fantasy football is player specific rather than team-focused, which means that consumer behavior and the factors that mainly drive it could be influenced significantly.

In terms of the current study relating to the United States and Kenya, it would be interesting to investigate the ready availability of Internet access for each respective country and the influence of this on the brand loyalty of the country being investigated.

Franklin, D. (2013, Oct.). League Parity: Bringing Back Unlicensed Competition in the Sports Fan Apparel Market. Chicago-Kent Law Review. 86(18). Retrieved from: scholarship.kentlaw.iit.edu/

Franklin suggests that, although sports fan apparel bearing the logos and emblems of teams have become a highly licensed market, unlicensed competition should be reinstated in order to create fair competition among manufacturers as well as greater access to fan apparel by the general public. The author notes that licensing apparel bearing a sports team logo is not fair in terms of market value. As long as the manufacturer and underlying approval by the sports team in question are clarified, free competition should be allowed in terms of logo goods.

Fan apparel and the licensing that goes with it would be an interesting peripheral investigation along with brand loyalty among young sports apparel wearers. The current study should be careful to clarify what is meant by "sports apparel" and weather apparel worn by fans watching a certain sports team can be classified in the same category.

Frederick, H. And Patil, S. (2010). The dynamics of brand equity, co-branding and sponsorship in professional sports. International Journal of Sports Management and Marketing. 7(1/2). http://wspahn.camel.ntupes.edu.tw/

Frederick and Patil mention the important factor of globalization when it comes to the sports industry. Brand creation, brand awareness, brand image, brand identity, and brand equity have all been affected in the drive towards global extension for various markets. The authors offer insight for companies whose concern it is to make the most of the globalized environment in terms of sponsorship, co-branding, and brand enhancement through strategies involving multinational parties.

Although the Frederick and Patil's study focus on New Zealand, the study can be applied in terms of international tactics to enhance brand loyalty among the customers in the United States and those in Kenya.

Guion, L.A., Diehl, D.C., and McDonald, D. (2013). Conducting and In-depth Interview. University of Florida. Retrieved from: http://edis.ifas.ufl.edu/fy393

The document provides insight into conducting and in-depth interview. In addition to the types of questions and interviews that can be conducted, the authors also provide an in-depth consideration of the various steps from planning the interview to transcribing and analyzing the data.

For this research, analyzing data and obtaining themes from such data is important in terms of creating an understanding of the loyalty phenomenon being investigated. Of particular importance in this document are the components of thematizing, where the purpose of the interview is determined, along with analyzing and verifying the data. Rigor is particularly important in qualitative study, since it can be challenging to achieve. Hence, verifying the data will be an important component of this process.

Ha, H-Y., John, [END OF PREVIEW]

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Brand Loyalty.  (2014, May 30).  Retrieved June 26, 2019, from https://www.essaytown.com/subjects/paper/brand-loyalty/1049195

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"Brand Loyalty."  30 May 2014.  Web.  26 June 2019. <https://www.essaytown.com/subjects/paper/brand-loyalty/1049195>.

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"Brand Loyalty."  Essaytown.com.  May 30, 2014.  Accessed June 26, 2019.
https://www.essaytown.com/subjects/paper/brand-loyalty/1049195.