Brand loyalty: does it really exist?

The 'focus' theme for the May 2007's Admap report is brand loyalty. In this introductory article, Roderick White discusses definitions of behavioural and attitudinal loyalty, some metrics to measure it and 'possible' methods to sustain it.

Brand loyalty: does it really exist?

Roderick White

The ‘focus’ theme for the May 2007’s Admap report is brand loyalty. In this introductory article, Roderick White discusses definitions of behavioural and attitudinal loyalty, some...

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