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Rethinking Brand Loyalty in Marketing by hreoq trade Enterprise is a document available to read on EtoBox.

What is Rethinking Brand Loyalty in Marketing about?

The document discusses brand loyalty and reviews 50 years of research on the topic. It finds that while brand loyalty is important, the level of loyalty for most brands can be predicted by a simple stochastic model and is not strongly influenced by marketing interventions. Growth of brands comes more from attracting occasional buyers rather than increasing loyalty of existing buyers. Efforts to directly manipulate or increase loyalty through programs may be ineffective compared to attracting as many buyers

Author

hreoq trade Enterprise

Language

EN