CONSUMER BRAND LOYALTY by A. G. Lafley of Procter & Gamble

“Loyal consumers buy brands more regularly and more often; they are less price-sensitive and buy more at full or list price; they use more products in the line and are more willing to expand their regimen of product usage; and they often become ambassadors for the brand. To create loyal consumers, P&G brands must consistently provide greater consumer value and deliver greater consumer delight than alternatives.”

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CONSUMER BRAND LOYALTY by A. G. Lafley of Procter & Gamble

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