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Brand Loyalty
Brand loyalty is an aspect of relationship marketing where the
consumer has a significant psychological attachment to the brand
entity consumed Punniyamoorthy and Raj (2007). The success of
a firm depends on its ability to attract consumers who will stay
loyal towards their brand. Most large firms like Volkswagen have a
large market share due to its brand loyalty. Thus we can assume
that there is a causal relationship between brand loyalty and
market share. It is divided into three dimensions: the evaluative,
the behavioral and emotive tendency. The behavioral aspect refers
to the attitude of customers in terms of procurement activities, by
monitoring the sale and revenue values for Volkswagen we can
identify if the customers are still loyal to their brand after the
scandal Sheth and Park (N.d).
According to Trigg (2015), Volkswagen has one of the strongest
brand loyalties in the automobile industry in the UK. Thus the
model of brand loyalty will provide an understanding of costumer
behavior and how they perceive Volkswagen after the scandal. It
will also help to interpret results and explain data collected.
Methodology
The main research philosophy underlying this study would be
Interpretivism. Saunders et al (2009) suggests that it is a method
of inquiry that opposes the idea of positivism based on the
argument that the human world (social and business) is complex
and cannot be understood by pre-defined laws and theories you
would in science, rather constructionism is essential in
understanding actions.
In this research the use of interpretivism is appropriate, as it would
provide an insight into exploring the motive and enable us to
interpret the incentives behind Volkswagens unethical business
actions. This is facilitated through the use of qualitative method,
which broadens our perspective on the problem being researched
Pollard et al (N.d). In addition to this, interpretivism is subjective
and qualitative methods enable researchers to identify social views
from the perspective of different participants.
Bibliography
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