Brand loyalty towards cell phones : A study of Generation Y in Sweden

University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

Author: Micaela Birkedal; Gabrielle Meister; [2014]

Keywords: Brand; Brand Loyalty; Generation Y; Perceived brand quality; Brand image; Brand experience; Customer satisfaction; Customer retention and Switching costs;

Abstract: The purpose of this thesis is to find if the Swedish Generation Y is more brand loyal to cell phones compared to other consumerelectronic, and to find out if some set factors of loyalty affects Generation Y's loyalty more than other.  The conclusion of this thesis is that Generation Y is more loyal to their cell phone brand compared to other consumer electronics, and that the set factors presented are affecting their brand loyalty to different extent.

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