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000 02121ntm a2200205 i 4500
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008 180321n 000 0 eng d
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_aMagcalayo, Christianly and Parungao, Jorce-Ann N.
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_aThe level of influence of the Greenwich In-Store radio advertisements on brand loyalty among customers of selected branches in Metro Manila /
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_cChristianly Magcalayo,and Jorce-Ann N Parungao.
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_c28 cm.
_a121 pp.
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_aunmediated
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_aUndergraduate Thesis: (Bachelor in Mass Communication) - Pamantasan ng Lungsod ng Maynila, 2012.
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_aABSTRACT: In-store radio advertising is one of the rising advertising vehicles of advertising products and services in the Philippines and has been observed to be an influential medium to develop brand loyalty among customers. It is a customized radio station aired inside the store with a playlist and advertisements. Greenwich Fast Food Corporation has the highest number of stores with in-store radio advertisements nationwide as of 2011. Greenwich FM, the official in-store radio station of Greenwich is aired throughout all Greenwich stores nationwide. This study aims to determine the level of influence of the Greenwich in-store radio advertisements on brand loyalty among customers of selected branches in Metro Manila. The data were gathered through a survey conducted in selected Greenwich branches in Metro Manila. Respondents who are Greenwich brand loyal customers were randomly chosen and answered the survey questionnaires regarding the level of influence of Greenwich in-store radio advertisements on their brand loyalty. The study found out that the Greenwich in-store radio advertisements have no significant influence on the customers brand loyalty and that the customers awareness to it is average.
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