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Ramos Preciado, Aracely (2025) Key Drivers of Local Brand Loyalty in Ireland: A study of the jewellery industry. Masters thesis, Dublin, National College of Ireland.
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Abstract
Since the integration of Ireland into Globalization, the market has quickly evolved to facilitate international brands moving into local markets to the point that it is more often seen to see consumer switching between brands (Local/Global), especially for those who have more interaction with international people. To reach consumer perspectives, the researcher focuses the study to cover part of the Gen Z and Millennials, who in turn represent the population that consumes more jewellery.
The presented study explores the different perspectives, opinions, and attitudes of girls aged 18-39 years old, who were born and/or raised in Ireland and have an affinity for jewellery, to comprehend the main drivers in their consumer behaviour. The process followed an analysis of previous studies conducted in different countries, as well as the literature and theories review to finalize in seven in-depth interviews with the public that covered the main characteristics of internationalization.
Through qualitative research and the implementation of thematic analysis, the findings revealed that female consumer from 18 – 39 have a positive response to stories and symbology present in jewellery, giving a driver to conduct to brand loyalty among the participants, yet it is also presented a sensibility perception to international marketing strategies, inclining the consumer to prefer global brands.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Hurley, David UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HC Economic History and Conditions > Globalisation H Social Sciences > HF Commerce > Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry |
| Divisions: | School of Business (- 2025) > Master of Science in Marketing |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 14 Feb 2026 12:20 |
| Last Modified: | 14 Feb 2026 12:20 |
| URI: | https://norma.ncirl.ie/id/eprint/9147 |
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