Josh Fonner

Date of Award


Document Type

Access Controlled Thesis

Degree Name

Master of Science (MS)



First Advisor

Amy Shellman, Ph.D.

Second Advisor

Lynn Anderson, Ph.D.

Third Advisor

An Le


The purpose of this project was to enhance brand loyalty among Giant Bicycle customers through the development of the Giant Owner (G.O.) program. By creating a value add, experience-oriented consumer program, Giant Bicycles can anticipate a higher level of customer retention and increased purchases by these customers. Through the utilization of social networking platforms and the establishment of special events, workshops, and classes for Giant Owners, brand loyalty will increase the position of Giant as a profitable leader in the cycling industry while enhancing the brand experience by consumers. With a variety of similar products offered in the cycling industry marketplace, the G.O. Program aims to provide a distinct brand differentiator for consumers to make purchasing decisions at Giant retailers throughout the nation. By focusing on consumer experiences rather than product alone, the G.O. Program looks to shift the dynamic of retail purchasing from a bicycle specification comparison, to one where consumers are purchasing a Giant because of the experience and relationships that the brand offers. Shifting this dynamic moves Giant on to a playing field in which the Giant brand can always win.