The Giant Owner (G.O.) program: developing brand loyalty through the use of experiential marketing and social networking

Abstract

The purpose of this study was to enhance the development of brand loyalty among customers of Giant Bicycles. As suggested by the literature review, the project utilizes the concepts of brand experiences, social networkink, and brand communities to deepen this sense of loyalty among Giant’s consumers. All of these methods have proved to be useful to leaders in other industries in developing brand loyalty.The ultimate goal of the program was to develop a loyal customer base that will help Giant increase its position as a profitable leader in the cycling Industry.