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The Impact of brand experience on brand loyalty: selected Caltex retail site

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dc.contributor.author Padayachee, Priyanka
dc.date.accessioned 2016-06-13T08:58:16Z
dc.date.available 2016-06-13T08:58:16Z
dc.date.issued 2016
dc.identifier.uri http://hdl.handle.net/11622/111
dc.description Theses en_US
dc.description.abstract The study aimed to explore the impact of brand experience on brand loyalty, focusing specifically on three Caltex retail sites: Clairwood, Hillcrest and Warner Beach. The brand experience created within each site was explored. Consumers’ desires, in terms of brand experience and the effect of brand experience on brand loyalty were also examined. A qualitative approach was employed by this study. The data was collected through self-administered semi-structured interviews, questionnaires and customer journey maps. The semi-structured interview were aimed at Caltex retailers, giving the researcher an internal perspective, followed by consumer questionnaires centered on understanding consumers interpretations and expectations of brand experience. The consumers’ loyalty towards their relevant sites was also reviewed. Customer journey maps for were drawn out, which gave the researcher first hand exposure to each site’s brand experience. The research revealed that varying approaches to brand experience results in varied levels of brand loyalty. In addition to this, there is no consistency between the three Caltex sites, with reference to brand experience. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Brand experience en_US
dc.subject Brand loyalty en_US
dc.subject Clairwood Caltex retail en_US
dc.subject Hillcrest Caltex retail en_US
dc.subject Warner beach Caltex retail en_US
dc.title The Impact of brand experience on brand loyalty: selected Caltex retail site en_US
dc.type Thesis en_US

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