P/M/760. Dissertation. What shapes customer loyalty to retail brands?

The dissertation investigates the importance of brands to retailers examining brand loyalty (brand equity) among the shoppers in UK high streets. The review of literature covers the theories of brand, the perceived value of the retailer, customer loyalty, etc. Research methods include secondary data analysis and primary data collection through mall-intercept techniques, sampling and interview. Conclusions are made about the factors that shape customer loyalty in the retail environment.