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Brand loyalty- thesis proposal essay mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding branding is a process that a company runs through in order to establish a new brand the ambition here is to strengthen a unique name and image for a product in the consumer. Brand loyalty has been a one of the biggest issues in the world of marketing over the last years the two topics of brand loyalty and cigarette smoking have rarely been linked a possible reason for this is that researchers might feel that it is in some way unethical to provide managerial suggestions for tobacco producers. Brand equity is therefore reoffered to as consumer-based brand equity and defined as “the value consumers associate with a brand, as reflected in the dimensions of brand awareness, brand associations, perceived quality and brand loyalty” (aaker, 1991.
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