Aspara, J. (2009). Stock ownership as a motivation of brand-loyal and brand-supportive behaviors. Journal of Consumer Marketing. 26(6). Pp. 427-436. Retrieved from: http://www.yconomie.com/aspara/articles/aspara-2009_stock_ownership_brand_loyal_behaviors.pdf
In this work, Aspara investigates the psychological motivations underlying stock ownership and its influence on brand loyalty as well as finding empirical evidence to support the explication of these motivations. The author points out that, although consumption and investment psychologies, respectively, have been seen as separate realms, the study reveals that they can have a significant mutual influence. Indeed, the author has found that many individuals who become stockowners in a company also experience a positive and increased motivation towards brand loyalty for that company. Positive word-of-mouth has also been found among individuals becoming stock owners in a company.
What this means for the study to be conducted on brand loyalty among the youth in the United States and Kenya may not be considered in terms of stock ownership specifically among the young people being investigated, since it is unlikely that they will have the means to invest significant amounts of money in such stockownership. One might, however, consider the positive attitudes of the youth in terms of stockownership among their parents.
Bae, S. And Miller, J. (2009). Consumer Decision-making Styles for Sport Apparel: Gender Compraisons between College Consumers. Journal of Research. 4(1). Retrieved from: http://files.eric.ed.gov/fulltext/EJ903481.pdf
The authors of this study have focused their attention on the decision-making styles of college students as influenced by their gender. Specific areas of investigation included fashion, impulse, and brand consciousness. While significant differences were found in these areas, no significant differences were identified between college classifications or gender and college classifications.
This work can be significant in identifying important issues for potential present and future study. While many differentiating factors have been identified to determine the similarities and differences in brand loyalty among countries, gender can lend another interesting dimension to this.
Bang, Y.T. (2009). Image and Customer Loyalty. Retrieved from: http://www.wbiconpro.com/18.%20Yong-Korea.pdf
In order to determine the importance of brand image in relation to customer loyalty, Bang investigated Chinese wine consumers and their purchasing behavior at a hypermarket in Yentai, China. The variables in question were brand image, corporate competitiveness image, corporate...
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