The case study handbook william ellet ebook - The case study handbook : how to read, discuss, and write persuasively about cases
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Case study handbook william ellet pdf
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The case study handbook
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Giving the powerful [URL] of branding and brand-based differentiation for ebook and sustaining a competitive advantage especially in highly competitive markets such as the automobile william, this study explores brand attitudes of existing and potential customers towards the brand BMW.
Moreover, this handbook analyzes the level and source of customer satisfaction as well as the level and source of customer the of existing and potential customers.
The Case Study Handbook
While this study considers five different factors for the degree of customer satisfaction, there is only one factor considered for the degree of brand loyalty.
The factors considered for customer satisfaction are perceived customer service, perceived quality, perceived innovation, perceived technology and perceived price, while the factor considered for brand loyalty is customer satisfaction itself. The analysis of brand loyalty distinguishes between repurchase loyalty and attitudinal loyalty, former being analyzed for existing customers and latter being analyzed for potential customers. The results indicate that 1 BMW has a high level of awareness, both in recognition and recall, 2 the image click the following article BMW is favorable, strong and relevant, and 3 BMW is mainly associated with performance and style by existing customers and status by potential customers.
Despite these overall positive results, weaknesses were identified, that contain opportunities [EXTENDANCHOR] BMW.