Are brand lovers really the holy grail?

Using academic research and experience of brand repertoire development in China, Caroline Hayter-Whitehill and Nitasha Kapoor, of Acacia Avenue, discuss brand loyalty and brand repertoires.

Are brand lovers really the holy grail?

Caroline Hayter Whitehill and Nitasha Kapoor

This article seeks to answer some big questions about repertoires: are people really aware of their brand repertoires, or is this simply a marketing construct that does not...

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