Researching brand loyalty

Dr Joseph Plummer, director of research and insight at McCann-Erickson WorldGroup, describes 'McCann Brand Clout', a proprietary research tool used to evaluate seven universal marketing drivers for brands and categories.

researching brand loyalty

Dr Joseph PlummerMcCannErickson


The importance of building customer loyalty has been much discussed and written about over the past decade. A recent Admap review (1) summarised much of the research on brand loyalty....

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