THE INFLUENCE OF BRAND POSITIONING ON CUSTOMER LOYALTY / Ulviyye ZEYNALOVA; Supervisor: Asst. Prof. Dr. Mehrshad Radmehr HASHEMIPOUR

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2020Tanım: 77 sheets; 30 cmİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Diğer başlık:
  • A COMPARISON BETWEEN STARBUCKS AND COFFEE MOFFIE IN AZERBAIJAN
Konu(lar): Tez notu: Thesis (Master) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: ABSTRACT Brand positioning strategies have become common in most businesses. They are often used to provide a business with a competitive advantage in the market, and to highlight the activities that a business does best. The aim of this research was to determine the relationship between brand positioning strategies (Price, Quality and Differentiation) on the customer loyalty of Starbucks and Coffee Moffie. Additionally, the research aimed to compare how each of these independent variables would affect the customer loyalty of Starbucks and Coffee Moffie. A cross-sectional study of a total of 384 customers, (192 Starbucks; 192 Coffee Moffie) was used and the data was analyzed using SPSS 24.0. The research utilized descriptive statistics, Pearson correlation coefficient and a multiple linear regression analysis to analyze the data. The results of the research indicated that there were statistically significant and positive relationship between all the independent variables (price, quality and differentiation) and customer loyalty for Starbucks and Coffee Moffie. Moreover, the results indicated that the relationship between quality and customer loyalty was stronger for Starbucks as compared to Coffee Moffie. The results also illustrated that the relationship between differentiation and customer loyalty was stronger for Coffee Moffie as compared to Starbucks.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 1900 Z49 2020 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T2124
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 1900 Z49 2020 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT2124
Toplam ayırtılanlar: 0

Thesis (Master) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 57-63)

ABSTRACT Brand positioning strategies have become common in most businesses. They are often used to provide a business with a competitive advantage in the market, and to highlight the activities that a business does best. The aim of this research was to determine the relationship between brand positioning strategies (Price, Quality and Differentiation) on the customer loyalty of Starbucks and Coffee Moffie. Additionally, the research aimed to compare how each of these independent variables would affect the customer loyalty of Starbucks and Coffee Moffie. A cross-sectional study of a total of 384 customers, (192 Starbucks; 192 Coffee Moffie) was used and the data was analyzed using SPSS 24.0. The research utilized descriptive statistics, Pearson correlation coefficient and a multiple linear regression analysis to analyze the data. The results of the research indicated that there were statistically significant and positive relationship between all the independent variables (price, quality and differentiation) and customer loyalty for Starbucks and Coffee Moffie. Moreover, the results indicated that the relationship between quality and customer loyalty was stronger for Starbucks as compared to Coffee Moffie. The results also illustrated that the relationship between differentiation and customer loyalty was stronger for Coffee Moffie as compared to Starbucks.

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