What brand loyalty can tell us

Andrew Ehrenberg, professor of marketing at London’s South Bank University and doyen of consumer purchasing behaviour theory, outlines what loyalty measures measure, how loyalty to different brands differs, and whom to target and what to say.

What Brand Loyalty Can Tell Us

Andrew Ehrenberg London's South Bank University

Brand loyalty provides some constraints for marketing communications as well as some opportunities.

In this article I will briefly outline the following:

  1. What loyalty measures...