Ehrenberg-Bass dispels some myths about big brands

15 januari 2018
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Big brands are not dying, brand loyalty to them is stable and younger consumers are not rejecting them, according to research from the Ehrenberg-Bass Institute.

Writing in the current issue of Admap, Byron Sharp, director of the Ehrenberg-Bass Institute for Marketing Science, and his colleagues Magda Nenycz-Thiel, James Martin, Zac Anesbury and Bruce McColl, address some of the myths that have arisen around big brands in an age of digital disruption.

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