Brand loyalty is one of the most debated issues by scholars and corporations alike. Today's consumer is a mobile flip-flopper vith a rather unstable attitude and behaviour towards brand, stores and products. The objective of this paper is to investigate whether there is a consumer who remains loyal to the product's brands. For this purpose a questionnaire has been developed whose analysis should enable the author to formulate some early remarks.

Crisi ei consumi e fedeltà di marca

COLLESEI, Umberto
2011-01-01

Abstract

Brand loyalty is one of the most debated issues by scholars and corporations alike. Today's consumer is a mobile flip-flopper vith a rather unstable attitude and behaviour towards brand, stores and products. The objective of this paper is to investigate whether there is a consumer who remains loyal to the product's brands. For this purpose a questionnaire has been developed whose analysis should enable the author to formulate some early remarks.
2011
1
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10278/29103
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