Sample Thesis Paper
In order to better understand the concept of brand management, loyalty is usually divided into two components. These two components can be classified as, the transactional components of brand management and the perceptual components of brand management. The transactional components of brand management are based upon the tendency of the customer to buy the same subject brand again and bases on the frequency with which customers choose to purchase the brand (Butscher 2002). The transactional components suggest that the repetition frequency with which a consumer purchases a brand is not entirely based upon the experience that the consumer derives from the brand, but goes much beyond this aspect and also spans the hurdles that the consumer perceives to be obstructing the switching from one brand to another (Miller and Miller 2008). Consumers consciously and/or subconsciously give importance to matters such as the search costs, transaction costs, learning curves and costs and similar matters (Thompson 2004).The perceptual components however, are based upon the experience that the consumer derives from the brand. The perceptual components are centred on the evaluations that the consumer carries out in the form of comparison of what the consumer had desired initially and what experience the brand and/or service had provided to the consumer (Brandi 2001). Research have shown that the lesser the difference that the consumer experienced between the expected brand experience and the actual experience that the brand gave them, the more was the probability that the consumer would return to purchase the same brand (Schmidt 2009). Hence, it can be inferred that if an organization requires corporate profitability through repeated purchases at the consumers end, then one of the most important ways through which it can be achieved, by bringing this difference down to the attainable possible minimum.