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10
Appendices………………………………………………………………. 12
I/ Synopsis of the case study
As it is written in the consumer behaviour book, chapter seven, p 158 and 540, Postpurchase processes, customer satisfaction and consumer loyalty, a brand loyalty implies a psychological commitment to the brand (much like friendship). The customer believes that a certain brand will best meet overall needs and it is an emotional attachment. As we can see on the graphs in Consumer behaviour book, chapter one, p 29, 4th edition, Consumer behaviour and strategy marketing, (appendix n°1), our case study focuses on the last part of the consumer decision process...
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