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Branding 156 Brand Loyalty Critical Essay
Evaluate whether brands should focus on retaining and increasing the purchase frequency of ‘loyal’ customers in order to increase market share.
Words: 1500
Background: In academia, the importance of customer acquisition and retention is constantly debated. This assignment invites you to explore the importance of retaining and increasing the purchase rates of ‘loyal’ customers and its impact on brand growth.
Task: Write a 1500 word essay that “critically evaluates whether brands should focus on
retaining and increasing the purchase frequency of ‘loyal’ customers in order to increase market share” using academic articles and relevant textbook readings to support your opinion.
Please start by reading the following articles (pdf is on Stream), as well as ensuring you have read the weekly readings on stream. The reference list in these articles is also a useful place to find other relevant literature.
Bennett, R., & Bove, L. (2002). Identifying the key issues for measuring loyalty. Australasian Journal of Market Research, 9(2), 27-44.
Ehrenberg, A. S. C., Uncles, M. D., & Goodhardt, G. J. (2004). Understanding brand performance measures: using Dirichlet benchmarks. Journal of Business Research, 57(12), 1307-1325. Branding 156 Brand Loyalty Critical Essay
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard business review, 68(5), 105-111.
Riebe, E., Wright, M., Stern, P., & Sharp, B. (2014). How to grow a brand: retain or acquire customers?. Journal of Business Research, 67(5), 990-997.
Notes 1. This is a formal academic essay and therefore should have an essay structure. OWLL.massey.ac.nz has useful hints about how to tackle different assignment types if you are unsure about what is expected in an essay. 2. You should examine the question in light of the relevant academic literature. Although required readings provide some support for the essay question, you should seek out literature that is more recent and other literature that you may consider relevant. 3. I do not have a policy on the number of references that are used. It is not how many references are used, but their relevance and the way that they are used that matters. 4. Please ensure the essay is balanced and counter-arguments are used i.e. do not ignore relevant material because you disagree with it. Instead, ensure you provide counter- arguments to demonstrate why you disagree with the point(s)/argument(s).
References Please use APA referencing and cite all published sources of information and ideas.
Hand-In Upload via Stream using TurnItIn by the due date. No hard copies required. Branding 156 Brand Loyalty Critical Essay
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