Research Proposal:

Customer Experience and its effect on brand

equity and consumer perception

Bachelor of Fashion (Merchandise Management)

Major Project A MANU1459

Major Project A Assignment 2 Research Proposal

Major Project A Assignment 3 Reflective Piece

26th May 2017

Content word count: 6529

Sean Galway

S3546510
Contents

Abstract ....................Page 1
1.0 Title...........Page 2
2.0 Introduction and Rationale....... Page 2
3.0 Research Aim & Objectives...... Page 2-3
4.0 Literature Review........... Page 3
4.1 Brand Equity ........ Page 3
4.1.1 Company Identity Branding and Brand Awareness..Page 3-4
4.1.2 Consumer Based Brand Awareness...Page 5-6
4.1.3 Enhancing Brand Equity Through Contextual EnvironmentPage 6
4.2 Customer Experience.... Page 6-7
4.2.1 Providing Customer Experience..Page 7-9
4.2.2 Impacting Customer Experience through Technology...Page 9-10
4.2.3 Creating Loyalty Through Customer Experience..Page 10-13
4.3 Conclusion of Literature ReviewPage 13
5.0 Frame Work ..........Page 14
5.1 Contributors.........Page14-15
5.2 Beneficiaries.........Page 15
6.0 Research Concepts / Proposed Research Design..Page 15
6.1 Research Concepts.........Page 15
6.1.1 Qualitative Data.............Page 15-16
6.1.2 Quantitative Data...................Page 16
6.1.3 Secondary Data.....................Page 17
6.1.4 Primary Data...................Page 17
6.1.5 Data Triangulation................Page 17-18
6.1.6 Validity.....................Page 18
6.2 Proposed Research Design..................Page 19
6.2.1 Information Required.....................Page 19
6.2.2 Data Collection Techniques.Page 19-20
6.2.3 Limitations...................Page 20
6.2.4 Access...................Page 20-21
6.2.5 Ethical Procedures..Page 21
7.0 Gantt Chart and Budget for Research Project..............Page 22-23
7.1 Gantt Chart..................Page 22
7.2 Budget for Research Project.................Page 23
8.0 Reference List.................Page 24-25
9.0 Appendix. ................Page 26-28
10.0 Reflective Piece...................Page 28-29

3
Abstract

This study investigates customer experience and brand equity, and how each concept

interrelates to and builds on the other. These concepts were analysed through the review of

literature that investigates either customer experience or brand equity in various fields since

2012. The secondary data was collected through peer reviewed journals and academic

articles. The information collected from these articles was reviewed and analysed in order to

identify major ideas and themes within each concept. From the results of the literature

review, the entailed study is proposed to investigate and understand the effect of customer

experience and brand equity in the fashion retailing context specifically in Melbourne,

Australia, and also identify which brand attributes have the greatest effect on consumers,

and therefore what attributes can be manipulated in order to increase customer experience

and brand equity. The study will be undertaken through the collection of primary data in the

form of surveys, focus groups and interviews with fashion industry professionals and

concept experts. The ethical considerations, limitations, cost and timeframe are all outlined,

to provide a clear image of the method of the proposed research thesis.