Brand Methodology

1464 Words3 Pages

Summary:
The research focuses on the use of different branding strategies, particularly brand equity, in order to retain brand loyalty. China is the fastest growing consumer market in the world, the study of Chinese consumer’s perception, attitude and purchasing behavior will assist in realizing the value of branding and it is important to implement the knowledge when striving to understand any particular subject. When the subject is put to practical use it is better to comprehend and find a logical conclusion. Every research has its own impacts and thus, it can be used as an increment of facts and ideas. Brand equity and loyalty highly contributes in obtaining a major edge in increasingly competitive markets therefore, it is essential to understand the importance of branding and how firms market themselves to build brand equity and attain brand loyalty. The primary purpose of this research will be to investigate the relationship between brand equity and brand loyalty and their significance as it is a crucial part of a firm’s marketing activities and how the research will be conducted using pertinent methodology and appropriate research paradigm along with its proposition.
Methodology
Research Paradigm:
In order to get a clear cut understanding of the effects and utilization of branding strategies to create high value; brand equity and achieve brand loyalty, the qualitative method will be applied to the research. It was believed that the usage of this method will facilitate to gain insight and describe complexity (Hanson and Grimmer, 2007). The research displays an inductive approach where the data will be assembled from the literature review and also by further field research such as interviews and observation. One major advanta...

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...esearch community have come to the forefront. This study might create some threats to the participants, such as crude or disguised observation (Boote and Mathews, 1999) and deception in data acquiring techniques. Obviously, ethical issues can be raised throughout all phases of research. Nevertheless, this research will be based by the set standards and ethical considerations used in the past. Hence, reporting and findings of the research study will be under consideration and high level of magnitude will be given to sentiments of the people and their opinions put forward in our study and honoring them with the right use of words. The research team will be trained to treat the participants with respect so that they are protected from exploitation. Subjective measures will be executed by the research team to ensure that the research proposal is exclusively biased free.

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