Is brand loyalty in decline? Trends in packaged goods offer hope to traditional brands

Research by the Advertising Research Foundation (ARF), the industry body, suggests that brand loyalty may be more robust than is widely assumed.

There is a widespread perception among marketers that traditional brand loyalty is in decline.

“In most categories, direct brands are stealing share from the incumbents,” Paul Donato, chief research officer at the Advertising Research Foundation (ARF)

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