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dc.contributor.advisorMorgan, Alanen
dc.contributor.authorPais, Preethamen
dc.date.accessioned2016-02-22T11:16:02Z
dc.date.available2016-02-22T11:16:02Z
dc.date.issued2015
dc.identifier.citationPais, P. (2015). Influence of mobile marketing in building brand loyalty among clothing retail consumers in Ireland. Masters Thesis, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/2859
dc.description.abstractMobile Marketing, which involves sending multi-way communications and offers, an activity involving customers and a firm through the medium of mobile devices is seen to be growing in importance in today’s market. There have been previous researches involving its importance in the retailing sector and the research aims to highlight the influence it has in building brand loyalty taking into consideration the clothing sector and focussing more on the Irish market. The research also supports the theory of building brand loyalty through relationship marketing and suggests the possibilities of usage of mobile devices for the same. Using mobile marketing to build brand loyalty is fairly a new approach, and the research suggests using the medium to go beyond acquiring new customers. The findings are obtained through qualitative method in the form of interviews and survey strategy was used to obtain the quantitative findings. The secondary data is more focussed on the recent trends in the industry and the trends seen in mobile marketing in the country. This research paves a way for further research in this area that could help the Irish clothing retailers retain their customer base and survive the highly competitive market. Author Keywords: Mobile marketing, relationship marketing, brand loyaltyen
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectElectronic commerceen
dc.subjectMarketingen
dc.titleInfluence of mobile marketing in building brand loyalty among clothing retail consumers in Irelanden
dc.typeThesisen
dc.rights.holderCopyright: The authoren
dc.type.degreenameMBA in Marketingen
dc.type.degreelevelMBAen


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