This study explores brand loyalty behaviour on soft drinks and examines key brand loyalty factors: brand name, product quality, price, style, store environment, promotion and service quality. Consumers are classified into two categories by their degree of brand loyalty: hard-core loyal customers and brand switchers. The study concludes that brand name, style and promotion are the key brand factors which can distinguish hard-core loyal customers and brand switchers. Brand name and style have more influence on the brand loyalty of hard-core loyal customers, while promotion influences more on that of brand switchers. Product quality is perceived by both groups as the most important factor affecting their brand loyalty. This research also results the reasons why a loyal customer is switching to other brands (brand loyalty of sportswear in Hong Kong, , 2006). To consult more Economic essay sample, please see at: Bộ Luận Văn Thạc Sĩ Kinh tế | Master Thesis in Economics: An investigation on brand loyality of soft drinks in Ireland
