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Published by: Rukmini Gottumukkala on Jan 17, 2011
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11/12/2011

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This aspect of brand equity is important for the development of customer base

and encouraging repeat purchase. From the findings, some respondents did

reveal that they are frequent buyers of the same brands and also recommend

brands to their friends and relatives, regardless of the nations the respondents

belong to. However, none of the UK respondents cited that they had had some

loyalty cards from clothing shops, while most of the Chinese respondents had.

Such discrepancies may be because the UK respondents tend to buy clothes

from more independent stores which are less likely to offer loyalty cards.

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