New Brands: Near-Instant Loyalty

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Abstract:

It is widely thought that loyalty to successful new brands or line-extensions evolves slowly.

An unexpected but striking finding therefore is that loyalty to the new brand was near-instant in some 20 cases examined so far: the new brands' average purchase frequency at launch is already normal, i.e. at the same level as a year or two later and also as for competitive established brands.

The finding was unexpected but now makes much sense with hindsight. More empirical work is in hand.

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725700785045912

Publication date: July 1, 2000

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