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Age‐old questions on brand choices: Data reveals complexity of loyalty issues

Strategic Direction

ISSN: 0258-0543

Article publication date: 23 August 2011

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Young people are often targeted heavily in advertising campaigns for new and growing products, and there are several reasons that companies might go down this marketing road. Brand strategists could feel that going for the youth market makes the product seem more attractive, or “sexy”. There is also the commonly‐held view that young consumers are easier to attract, because they have less fixed views on brands and therefore are not inhibited in their choices by brand loyalty.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Keywords

Citation

(2011), "Age‐old questions on brand choices: Data reveals complexity of loyalty issues", Strategic Direction, Vol. 27 No. 9, pp. 13-16. https://doi.org/10.1108/02580541111159601

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited