Document Type
Research Paper
Date of Completion
Summer 6-27-2022
Department
Business
Faculty Mentor
David Kee
Faculty Mentor
Lolita Meredith
Abstract
While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.
Copyright held by
public domain
Recommended Citation
McAllister, K. (2022). Marketing Activity Influences on Brand Attractiveness & Loyalty. Retrieved from https://scholarworks.harding.edu/mcnair-research/26
Included in
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, Business Intelligence Commons, Entrepreneurial and Small Business Operations Commons, Fashion Business Commons, Marketing Commons, Organizational Behavior and Theory Commons, Other Business Commons, Sales and Merchandising Commons
