Brand loyalty in the automotive community [electronic resource]: a case study on the Chevrolet Corvette / by Michele Ann Motichka.
ABSTRACT: This is a qualitative case study conducted to investigate the relationship between consumers who are brand loyal to a certain product and the groups that are formed to bring these enthusiasts together, using the Chevrolet Corvette and its community as a model. Qualitative research lends itself to studying relationships and social situations, in being able to observe and participate in a social context, rather than analyzing it from the outside looking in. By approaching this subject as a case study, an element of flexibility was allowed. This study primarily focuses on one main phenomena, the social groups formed by loyal consumers. The specific context studied is the Chevrolet Corvette's community.
School:University of South Florida
School Location:USA - Florida
Source Type:Master's Thesis
Keywords:ritualistic behavior marketing fandom branding consumer loyalty dissertations academic usf mass communications masters
Date of Publication:01/01/2003