Browse our collection of papers in
Virgin Group

C/M/1553. Dissertation. An analysis of brand, celebrity and consumer behaviour: a case study of Virgin Atlantic, Richard Branson and customers in Nigeria

WORDS:
17000
DATE:
2010
PRICE:
179.99 GBP

This dissertation attempts to investigate the congruence between the brand, the celebrity and consumer buying behaviour with particular reference and emphasis on Virgin Atlantic, its CEO Richard Branson and its customers in Nigeria. The dissertation begins with a survey of necessary literature on brands, celebrities, celebrity endorsement and consumer Behaviour. An exploratory study is done by the use of the both quantitative and qualitative research method. Key respondents were Virgin Atlantic passengers in Nigeria. Questionnaires were distributed over a span of seven Virgin Atlantic flights departing from Nigeria. In this research, two research hypotheses were formed and tested. They are: the name Richard Branson gives additional value to the Virgin Atlantic brand as perceived by its customers in Nigeria and the purchase decision of Virgin Atlantic customers in Nigeria is linked to Richard Branson's association with the Virgin brand.

 

KEYWORDS: Dissertation, Virgin Atlantic, Richard Branson, air travel, Nigeria, brand, consumer behaviour, brand loyalty, celebrity endorsement, brand association, customer loyalty, brand personality,

DOWNLOAD THIS PAPER DOWNLOAD THE REFERENCE LIST
 
Other Papers On: Marketing Dissertations
Other Papers On: Tourism and Hospitality Dissertations
Other Papers On: Branding
Other Papers On: Customer Loyalty
Other Papers On: Virgin Group

CUSTOM WRITING

Can't find what you are looking for? Click here to order a custom written paper

Subject Catalogue

Keywords Tag Cloud

virgin atlantic marketing strategy pestel swot chain porter management forces media value airline leadership strategic branson richard study low cost mobile organisational examination comparative dissertation style behaviour nigeria british strategies airways uk change vs brand hr mix structure easyjet economic cola drinks quality application om relationship performance frills ryanair telewest matrix share communication growth ntl corporate evaluation studies consumer customers s framework celebrity mckinsey online boston ei offering expansion bcg care customer financing website assessment solution mergers motives benefits acquisitions supply data organizational holidays merger rebranding concepts internal service sainsbury amazon air ryan effectiveness managing culture changing nature company sustainability global integration environmental conglomerate body shop facing issues theory airlines presentation entrepreneur review plc vodafone bt sky broadcasting ltd relationships portrait leader communications bskyb md launch branded financial changed subsidiary blue overcoming successful cultures contrastive ba disruptive innovation formulated examine contrast decision role power founder virgins al undertake comprehensive et mintzberg schools identified critical underlying hrm characteristics coke stance paradigmatic assumptions perspectives minimum select retail stretching market resource human diversification trains compares business powerpoint c africa south reccomendations australia effect
GET OUR GooGLE TOOLBAR BUTTON
Click here
BOOK MARK US
WHAT OTHERS
HAVE SAID
Thank you very much! The paper is right to the point and it's going to be very helpful. Thanks again. Lilly