Negative Criticism Of Brand Loyalty

A strong and solid brand is instrumental in making a feasible competitive advantage (Aaker 1995; Bhattacharya and Lordish 2000). Be that as it may, in progressively aggressive markets, building solid associations with clients, that is, adding to the faithfulness of buyers is seen as the key component in winning market share and adding to a supportable competitive advantage (Luarn and Lin, 2003; Nasir, 2005).

Brand Loyalty is described as “deeply held commitment to rebuy or re-patronise a preferred product or service consistently in the future , causing repetitive same-brand or same-brand-set purchasing, despite situational influence and marketing efforts having the potential to cause switching behaviour” (Oliver 1999, P.34). This over-all

The main criticism of positivism is its dogmatic adherence which can jeopardise the soundness of research in the social science through ignoring certain influential contextual factors in organisations (Kim, 2003); the rigid nature of positivism renders it ineffective in understanding actions, and does not serve useful purpose in generating theories (Easterby-Smith et al., 2008).

3.2.2 Phenomenology

Considering the criticisms highlighted above, the Phenomenological position is identified as appropriate and adopted for this research as the researcher is interested in processes and meanings through a description of peoples’ experiences, behaviours and social contexts without using statistical procedures (Strauss and Corbin, 1990; Saunders et al., 2007).

Cresswell (2007, p.57) describes phenomenology as: “the meaning for several individuals of their lived experiences of a concept or a phenomenon”. It employs “qualitative approaches to inductively and holistically understand human experience in context-specific settings” (Patton 1990:37). Phenomenology provides the researcher the opportunity to understand reality directly through interviews, questionnaires and

Action research has been understood by board researchers in a diversity of habits but there are four topics in the literature. First topic emphases on the reason of the research; research in action somewhat that research regarding action (Coghlan and Brannick, 2005); such research is involved with the determination of structural matters.

The second conveys to the participation of experts in the research, usually a cooperative affiliation among experts and researchers. Eden and Huxham (1996: 75) contend that the results of action research outcomes from ‘participation with associates of an association over a matter which is of honest worry to them’.

The third topic, highlights the iterative type of the procedure of identifying (fact finding and analysis), planning, taking action and assessing. The final topic suggests that action research must have consequences past the instant