What Do You Want Your Brand To Be When It Grows Up: Big and Strong?

This paper seeks to demonstrate that brand size alone does not dictate behavioural loyalty and that attitudes toward a brand do have an important role to play in determining a brand's success.

What Do You Want Your Brand To Be When It Grows Up: Big and Strong?

Nigel S. Hollis and Andy Farr

In April 1997 the long awaited clash of the titans took place at the Advertising Research Foundation Annual Conference. Larry Light, the champion of brand loyalty as the main mechanism of brand success (1993), took on Professor Andrew Ehrenberg, champion of Double Jeopardy (the empirically based generalization that big brands have more brand-loyal users than small ones simply because they are big (1997). Light attempted to demonstrate that consumers could possess a clear attitudinal predisposition toward a...

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