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C/M/1334. Dissertation. How negative attitudes towards brand influence buyers' behaviour

WORDS:
9500
DATE:
2010
PRICE:
99.99 GBP

The dissertation seeks to establish a connection between the negative attitude towards a brand and buyers’ respective behaviour that leads to the formation of strong brand-customer relationships and may increase the level of customer involvement with a product causing a positive outcome. The review of literature touches on the theory behind the formation of attitudes, the relationship between attitudes and behaviour, the influence of negative attitudes on consumer behaviour, etc. The methods of secondary and primary research are combined using the data collected via sampling and structured questionnaires. Conclusions are made about the correlation between negative attitudes and consumer behaviour highlighting the importance of marketers’ knowledge about quality gaps, or gaps between buyer’s expectations and actual product offer.

 

KEYWORDS: Dissertation, negative attitude, buyers’ behaviour, consumer behaviour, quality gap, brand, marketer,

 
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