A

Training Report

On

Studying the brand love with regard to passion driven behavior self brand
integration, positive emotional connection, long term relationship for seeing
their effect on brand loyalty with special reference to trips and tourism

Submitted to

Kurukshetra University, Kurukshetra

In the partial fulfillment of the Degree of Bachelor of Business Administration

(Session 2016-19) BBA 5th Semester

Under the Guidance of: Submitted by:

Ms. Shivani Gulati Gourav

Assistant Professor S/o Mr. Parveen Sehgal

Department of Management Class Roll No- 1621047

Univ.Reg-16-TRY-41

Univ. Roll No…….

 DECLARATION

I, Gourav, Roll 1621047, BBA (Semester- V) of the Tilak Raj Chadha Institute of
Management and Technology, Yamuna Nagar hereby declare that the training report entitled
“Studying the brand love with regard to passion driven behavior self brand
integration, positive emotional connection, long term relationship for seeing
their effect on brand loyalty with special reference to trips and tourism

” is an original work and information provided in the study is authentic to the best of my
knowledge.

This report has not been submitted to any other institute for the award of any other degree.

(GOURAV)
 ACKNOWLEDGEMENT

The researcher would like to take this opportunity to express his gratitude to all those great
minds and hearts that have touched this project in the path of its success.

The Researcher owes his sincere thanks to the concerned officials of Hindustan Times .

The researcher is sincerely thankful to Dr. Vikas Daryal, Director and Dr. Vandana
Madaan, Head, Department of Management, Tilak Raj Chadha Institute of
Management and Technology (TIMT), Yamuna Nagar for granting permission to pursue
the research.

The researcher would also like to express his thanks to Ms. Shivani Gulati, Assistant
Professor, Department of Management, TIMT, Yamuna Nagar for providing guidance
and support in completion of the project.
 EXECUTIVE SUMMARY

The intended research on “Studying the brand love with regard to passion

driven behavior self brand integration, positive emotional connection, long

term relationship for seeing their effect on brand loyalty with special
reference to trips and tourism

The research has been descriptive- in nature as it seeks to discover ideas and insight to bring
out new relationship based on previous findings in other organizations. The type of
investigation is Causal as the impact of variables on channel has been studied. Study setting
is Non-contrived because the study has been conducted with no interference of researcher. It
is a Cross-sectional study as data has been collected at one point of time.

The data has been collected by researcher from through questionnaire comprising of scale in
order to measure the impact on repurchase link on company. He has drawn a sample of 300
customers in Chandigarh, Ambala , Yamunanagar , Saharanpur Etc using Convenience
sampling technique.

Various statistical tools have also been applied like Reliability, PCA and SEM to analyze the
data using software for statistical package for social sciences (SPSS) 18.0.and AMOS

By applying reliability statistics on variables, the value of Cronbach’s Alpha has been found
to be 0.872 which is greater than 0.5. It means that instrument under study is reliable.

KMO value is .829 which is significant and 19 factors are reduced to 4 components Structural
equation model has been used to find the extent of impact of independent variable on
dependent variable.
The research is not free from limitations like, unwillingness of respondents, and limited area
for research, respondents’ bias and researcher’s bias.
 TABLE OF CONTENTS

1. Introduction
a. Company/Industry Profile
b. Topic
2. Theoretical Framework
a. Constructs
b. Independent and dependent Variables
3. Literature Review
4. Research Objectives
5. Research Methodology
a. Research Design
i. Type of Research Design
ii. Time Horizon
iii. Study Setting
iv. Measurement and scaling
v. Flow chart for selection of statistical tools
b. Sample and Sampling Design
c. Data Collection Hypothesis Development& Testing
6. Statistical Tools
i. Reliability Statistics
ii. Factor Analysis
iii. Structured Equation Modeling
7. Limitations of the Study
8. Data Analysis
9. Results and Findings
10. Policy Implications
11. Recommendations/Suggestions
12. Bibliography
13. Annexures
i. Annexure i - Questionnaire
ii. Annexure ii - Reliability
iii. Annexure iii - Factor analysis
iv. Annexure iv - Structured Equation Modeling
v. Annexure v- Snapshot