Brand Loyalty in the Automotive Community: A Case Study on the Chevrolet Corvette
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 st...
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| Format: | Others |
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Scholar Commons
2003
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| Online Access: | https://scholarcommons.usf.edu/etd/1434 https://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=2433&context=etd |