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....
Researching brand loyalty
Dr Joseph Plummer, director of research and insight at McCann-Erickson WorldGroup, describes 'McCann Brand Clout', a proprietary research tool used to evaluate seven universal marketing drivers for brands and categories.
