Sample Thesis Paper
The degree of brand loyalty that prevails amongst consumers regarding a brand becomes the eventual determinant of the success of that brand. Real world examples such as Harley Davidson and the like are examples of brand loyalty influencing purchase decisions. The more the market share of consumers that is loyal to a brand, the more the probability that the market share of consumers that is purchasing the competitors product will shift to the widely accepted brand.The main theme of the literature review was to establish a concrete foundation of the numerous intricacies of brand loyalty. The literature review was designed to cover the aspect of the research study that pertains to former research studies carried out in this area whilst the research for the purposing of bringing forth the latest trends in consumer behaviour has been done through the research methodology discussed in the following chapter.The adoption of this approach has allowed for the creation of an analysis approach that enables the analysis of research studies performed in the path and while using them to establish a working knowledge of brand loyalty, also provides the information needed to contrast between current trends in brand loyalty as compared to the fundamental trends that existed earlier.