publication . Other literature type . Article . 2018

The Impact Of Brand Awareness On Customer Loyalty Towards Igloo Ice Cream: A Study On Dhaka University Students

Haque, S.M. Shariful; Bappy, Tauhid Ahmed; Arifuzzaman, Md.;
Open Access
  • Published: 07 Jan 2018
  • Publisher: Zenodo
Abstract
Abstract The importance of brand awareness to develop higher level of customer loyalty in the ice cream industry is multifaceted. Igloo, being the market leader, takes a wide range of brand building measures to make customers more aware but that does not necessarily lead them to capture the multifarious benefits of full customer loyalty. The purpose of the study, however, was to identify the impact of brand awareness on consumer loyalty towards Igloo Ice Cream. All the 100 respondents chosen for this study using stratified sampling technique were surveyed with 5 point Likert Scale. The data were analyzed using statistical tools such as factor analysis and multip...
Subjects
free text keywords: brand building, Brand Awareness, Customer Loyalty, Brand Recognition, Igloo
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Zenodo
Other literature type . 2018
Provider: Datacite
ZENODO
Article . 2018
Provider: ZENODO
Zenodo
Other literature type . 2018
Provider: Datacite
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