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Assessing brand loyalty in the Irish alcohol industry.


Lee Geraghty

Type: Report
Region: Republic of Ireland
Northern Ireland

This thesis takes a close look at the concept if brand loyalty and how it applies within the alcohol product category. Brand loyalty is seen as one of the greatest weapons companies can deploy against competitors, and it forms an integral part of the brand equity of a company. This thesis examines brand loyalty within the draught beer market in Ireland through use of survey research and in-depth qualitative research. Two distinct age segments, 18-24 year olds and 41 plus year olds are examined with respect to brand loyalty. This study found that age directly effects brand loyalty of draught beer drinkers. The degree of brand loyalty is higher among the 41 plus age group, compared to the 18-24 age group. Heavy users of alcohol, in terms of both volume and frequency of consumption, display greater levels of brand loyalty. Gender does not have an impact on brand loyalty and advertising does not seem to affect brand loyalty across brands.





Rights: Public
Suggested citation:

Lee Geraghty. (2007) Assessing brand loyalty in the Irish alcohol industry. [Online]. Available from: [Accessed: 21st August 2019].


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