“CRITICAL EVALUATION OF “EXPLORING LOYALTY TO PREMIUM COFFEE USING THE DUPLICATION OF PURCHASE LAW”
Students will work either individually or in pairs to address the implications of the practical exercise “Exploring loyalty to premium coffee using the Duplication of Purchase Law” available in LEARN:
The first part of this assignment is that students are expected to complete the exercise and questions set out in “Exploring loyalty to premium coffee using the Duplication of Purchase Law”.
From this, the major part of the assignment is to consider what has been learned from the “Exploring loyalty to premium coffee using the Duplication of Purchase Law” exercise and related readings and write an assignment that considers the implications to conventional Consumer Behaviour texts (for example, Solomon et al, 2010). The major focus of this assignment should be on the implications for brand loyalty.
Students are expected to use their learning from the “Exploring loyalty to premium coffee using the Duplication of Purchase Law” exercise but will need to back up their arguments using peer reviewed research papers and the Sharp (2010) text.
Things to write:
Introduction
What is brand loyalty?
Why does brand loyalty matter?
What does it take to achieve brand loyalty?
Impacts of brand loyalty