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Counterfeit LEGO and its effect on brand loyalty
Hi everyone, thank you for reading my post. I'm currently working on my thesis and I would like to seek all of your help for my project. So basically, I would be grateful if you can share with me your thoughts on:
i) how does Lego counterfeit from China affect the degree of brand loyalty among its Lego fans.
ii) what factors should Lego take into consideration to retain its brand loyalty? (from what I have gathered some fans actually mentioned quality, brand trust, and etc)
If anyone of you is wondering, why I would focus my attention on Lego products, I guess it's because I'm a lego fan myself and the more I research on the company, the more intrigued I am on it :)
Anyway, feel free to throw in any discussion which you think is relevant, I would love to learn and understand from your perspective too :)