Abstract The phenomenon of brand loyalty in the sport industry within the United Kingdom is undoubtedly a complex concept that is worth exploration. In the sense that some football club brands seem to have immense brand loyalty as compared to other brands. As such this paper aimed at ascertaining the relationship that exist between customer behaviors and brand loyalty. Furthermore this paper aimed at establishing key factors that influences the customer behaviors towards loyalty to specific brands. In order to arrive to these objectives a systematic literature review was carried out with regard to previous studies which were undertaken on this research topic for the previous 30 years. Databases and search engines such as EBSCOHOST SCOPUS Science Direct and Web of science were used. In total 677 journal articles were initially retrieved but after judging the retrieved articles against the set criteria for inclusion and exclusion only 121 articles Behavioral Science (2nd ed.). Lawrence Erlbaums Associates: New Jersey. Chaudhuri A. and Holbrook M. B. (2001) The Chain of Effects from Brand Trust and Brand Effect to Brand Performance: The Role of Brand Loyalty Journal of Marketing 65 81-93. Colborne R. (1996) Visual Merchandising: The Business of Merchandise Presentation.Delmar Publisher Albany: New York. Banyte J. Dovaliene A. (2014) Relations between customer engagement into value creation and customerloyalty 19th International Scientific Conference; Economics and Management 2014 ICEM 2014 23-25 April 2014 Riga Latvia pp.484-489 Ballester D.E. Aleman M.J.L. (2001) “Brand trust in the context of consumer loyalty” European Journal ofMarketing Vol. 35 Nos 11/12 pp. 1238-1258. Agariya A. K. Singh D. (2011) “ What really defines relationship marketing? A review of definitions and general and sector-specfic defining constructs”. Journal of Relationship Marketing 10(4) 203-237. Bee C. Kahle R. (2006) Relationship marketing in sports: A functional approach. SportMarketing Quarterly 15(2) 102–110. [...]
A systematic review of a dissertation literature review that will be provided for you. To do list; Abstract, Read Introduction and Literature review and make any necessary changes, Methodology, Discussion/results, and conclusion.