Brand Loyality

| |Page | |

|1. |Introduction |2 |

|2. |The importance of brand loyalty |2 |

|3. |Drivers behind brand loyalty |3 |

| |3.1 The conceptual definition |3 |

| |3.2 The operational definition |6 |

|4. |Tata in the industry |8 |

Index

|5 |Measurement of brand loyalty |9 |

| |5.1 Notes on attributes of Tata and measurement |9 |

| |instrument choice | |

| |5.2 Other theoretical foundations |9 |

| |5.3 The measurement instrument |10 |

|6. |Results of study |11 |

| | | |

| | | |

| | | |

Executive summary

An...