The dynamics of brand loyalty across a consumer’s lifetime: an application to the Portuguese fashion market
This project studies the Portuguese female fashion market. We intend to determine patterns of consumer brand loyalty across brands and ages. By interviewing 8 young adults and surveying 125 teens and 87 adults, we found that brands’ segmentation by usage per age segment is related with differentiati...
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| Format: | masterThesis |
| Language: | eng |
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2015
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| Online Access: | http://hdl.handle.net/10362/13903 |
| Country: | Portugal |
| Oai: | oai:run.unl.pt:10362/13903 |