q1.1 Objective of the Studies[.] The objective of this research paper is to find out attitudes of US consumers towards the brand BMW. Specifically, the objective is to uncover associations and attitudes of existing and potential customers towards the brand BMW. Furthermore, the objective of this study is to explore customer satisfaction and brand loyalty for existing customers, while to investigate willingness to purchase, expected satisfaction and attitudinal loyalty for potential customers. This paper will begin by introducing the concept of brand equity and what makes a strong brand. Furthermore, the researcher will discuss why building a strong brand equity is a competitive advantage in the marketplace, especially in highly competitive markets like the automotive markets.q--GRIN Publishing GmbH website, viewed 31 May 2010.aquot;1.1 Objective of the Studies[.] The objective of this research paper is to find out attitudes of US consumers towards the brand BMW.
|Title||:||Exploring Customer Attitudes on BMW|
|Publisher||:||GRIN Verlag - 2007-08|