The role of marketing communication to increase brand loyalty; in Research Proposal

The role of marketing communication to increase brand loyalty; in context of Waitrose - Research Proposal Example Previously, there have been quite a large number of studies that has focused on topics related to this. This study will be particularly interesting as this is a case specific study on Waitrose, the food retail division of Britain’s largest employee-owned retailer, the John Lewis Partnership supermarkets. This research intends to find out the impact of marketing communication on the loyalty of existing customers of the organization. This study can help the organization to bring necessary changes in the marketing communication techniques that are currently used by it and help to improve its brand equity. Several studies have been conducted in the field of marketing communication to understand its impact on the brand equity and brand loyalty of customers. In the study conducted by Ramos and Franco (2005), they had studied the impact of marketing communication and price promotion on brand equity. The results from their study indicate a positive relationship between the marketing communication and brand equity and offer strong support for the measures of perceived quality and brand loyalty. In fact, it was observed that there are several precursors to brand equity, namely brand awareness, brand image and brand awareness (Ramos and Franco, 2005). Customer brand loyalty is a topic that has been widely researched by various scholars. The commonality of all these studies have indicated that all firms can improve their profit margins by creating a base of loyal customers, which also have the additional benefit of creating a word-of-mouth advertisement for firms, thereby indirectly improving the marketing communication. The proponents of this study includes scholars like, Liu(2007), Gustaffson, et al. (2005), Oliver (1999), Wood (2004), to name a few (Keller, 1993). The research conducted by MC Alexander, et al. (2002) had revealed that brand loyalty can be enhanced in relational marketing by brand