researching brand loyalty
Dr Joseph PlummerMcCannErickson
The importance of building customer loyalty has been much discussed and written about over the past decade. A recent Admap review (1) summarised much of the research on brand loyalty. A major conclusion was: 'It is widely stated on both sides of the Atlantic but less widely evidenced that brand loyalty is declining, as consumers are faced with burgeoning choice and parity performance between competing brands.'
Marketing scholars such as Duncan and Moriarty (2) discuss the large investment required to attract new users to a brand when compared with...