The roots of brand loyalty decline: An international comparison The roots of brand loyalty decline: An international comparison

The roots of brand loyalty decline: An international comparison

9B05TB07

    • 1,99 €
    • 1,99 €

Beschreibung des Verlags

Give consumers two choices and you'll likely lose a customer. Give them many choices and you'll likely win their loyalty. Brand loyalty is a marketers' Holy Grail. And so it always will be, writes this French academic. One of the reasons is that as long as they try to win consumers' loyalties by restricting choices, marketers will only succeed in encouraging consumers to try and experiment with as many brands as possible. Paradoxically, loyalty can best be obtained by allowing consumers to make as many choices as they wish to make.

GENRE
Business und Finanzen
ERSCHIENEN
2005
1. März
SPRACHE
EN
Englisch
UMFANG
6
Seiten
VERLAG
Richard Ivey School of Business Foundation
GRÖSSE
302,3
 kB

Mehr Bücher von Jean-Noël Kapferer

The Luxury Strategy The Luxury Strategy
2012
The New Strategic Brand Management The New Strategic Brand Management
2012
Kapferer on Luxury Kapferer on Luxury
2015
Luxe oblige Luxe oblige
2012
Rumeurs - Le plus vieux média du monde Rumeurs - Le plus vieux média du monde
2019
C.B.S.A., communication by smiling around C.B.S.A., communication by smiling around
1991