Brand Loyality

Creating Brand Loyalty

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An insight into the concept of brand loyalty and how this can be created by means of a virtual community

Creating Brand Loyalty

Af Anne Albrekt

Vejleder: Line Skjødt

BaMMC Thesis

ASB. Department of Language and Business Communication

Handelshøjskolen, Århus Universitet

2010

Number of characters: 52882

Abstract

For many years marketing has been dominated by the marketing mix, and in many ways still is. However, since the 1980’ies a shift in paradigm from a very product-centric approach to an emphasis on customer needs and creating long-term relationships with customers occurred. In the light of this, the concept of brand loyalty was developed as a means of conducting relationship marketing. Furthermore, the use of virtual communities today is a common approach of many companies. Based on this, the following problem statement was formed:

This thesis will discuss the concept of brand loyalty and, based on an analysis of Nike’s virtual community Nikerunning.com, investigate how this can be created by means of a virtual community. Furthermore, the analysis will determine whether Nikerunning.com from a theoretical perspective can be considered successful.

The research approach will be conducted on the basis of Social Contructionism. This scientific method seeks to construct knowledge between other people and thereby create its own interpretation and critiques. This approach is applicable in discussing the aspect of brand loyalty as well as analysing the successfulness of Nikerunning.com since it allows for the author to take a critical stance towards the concept based on knowledge collected on different author’s research.

In the discussion on brand loyalty, different definitions and perspectives as well as the objectives of the concept will be introduced and discussed. Based on this, the reader should be able to gain an insight into the concept as a whole....