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.

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...

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