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For more information contact mark.a.kinders@uwrf.edu or brenda.k.bredahl@uwrf.edu.

Research Seminar Focuses on Brand Loyalty

APRIL 4, 2008--The College of Business and Economics at the University of Wisconsin-River Falls is holding a research presentation on brand loyalty on April 11 at 3:15 p.m. in room 321 South Hall on the UWRF campus. The presentation is free and open to the public, and refreshments will be served at 3 p.m.

]The presenter will be Ozge Ozgen, a graduate student in marketing from Turkey. She will present, "Brand Loyalty Requirements in the White-Goods Industry: Implementation of Quality Function Deployment."

"Today it is possible to claim that in general, the majority of business value originates from intangibles," writes Ozgen in her abstract. "The brand is a special intangible that in many businesses is the most essential asset and also provides long-term competitive advantage. Recognition of the economic value of brands has increased the necessity of effective brand assets management. ...The aim of this paper is to explore the strategies that are used to create brand loyalty by using Quality Function Deployment (QFD). Brand loyalty is not only a behavioral concept; it is also an attitudinal concept.   For this reason, while identifying the strategies to possess brand loyal customers, marketers should listen to the voice of the customer as an initial point. ... The creation of brand loyalty is a prized goal for marketers."             '

For more information, contact Brian Schultz, associate dean of the College of Business and Economics, at 715-425-3335.

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