BRAND LOYALTY--what, where, how much外文翻译.pdfVIP

Here are the findings of a pioneering study, whicli inanageyrient wdl ivant to take into account in its marketing and promotional strategy because oj the new tight they throw on . . . BRAND LOYALTY- what, where, how much? By Ross M. Cunningham « Is there really any such thing as brand loyalty} Some executives believe that the housewife dis- One of the important controversies among tributes her purchases among the various brands of marketing executives today concerns the ques- a product in a purely random fashion. They be- lieve that the share of the market which a brand tion of brand loyalty. How worthwhile is it for has depends primarily on such factors as the extent a company to spend hundreds of thousands of of retail distribution, the amount and location of dollars in an effort to identify its products in retail display space obtained, product qualities, and buyers minds with a brand label? Manufactur- the like. Other marketing executives believe that ers of frequently purchased consumer products they have — or cotdd have, with proper promotion have necessarily had to act in reference to this efforts — a group of long-time loyal buyers for question in