On Investigating The Impact Of Customer-Based Brand Equity On Customer Satisfaction And Brand Loyalty In The Online Shopping Goods Retail Industry In Australia
||19 February 2021
||11:00 AM - 12:30 PM
||For more information, please contact the Graduate Research School.
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The proposed study attempts to address the research problem: the impact of adopting the Customer-Based brand equity (CBBE) model by Online retailers on customer satisfaction and brand loyalty as key measures of brand development to assess whether it can offer a better solution to Online retailers. The study will be positivist in nature, as the research will be conducted on the basis of Hypothetico-Deductive approach. Probability sampling will be used for population for the research. The study will adopt a quantitative research design to explore the impact of the CBBE model on customer satisfaction and brand loyalty in the online retail industry in Australia. Participants will be online shoppers, and the data will be collected using a structured questionnaire from customers via an online survey.