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News/ Branding & Communications

Study: Consumers More Fickle in Down Economy

When it comes to brand loyalty in a down economy, consumers are more fickle than devoted. For the average packaged goods brand, less than half of loyal consumers, or 48 percent, remained loyal from 2007 to 2008, according to a new study released by Catalina Marketing in conjunction with the CMO Council. For brands, the cost of loyalty erosion can be high.


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