by Philip R Glesner and Niels A Michaelsen. This summary of a thesis written by two business school interns explores the current state of consumer commitment to brands in the Danish market.
As part of the master thesis a questionnaire was sent to leading Danish marketing exec's about what drives brand loyalty. 90% said that price is the #1 factor. This is totally rejected by this study and the authors prove why brand loyalty and price are not as closely related as currently thought and how attitudes, habits and commitment towards brands are all better measurements of brand loyalty. The study is wholly based on data from our MindShare 3D database.
Declining Customer Loyalty