search query: @author Langer, J. / total: 3
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| Author: | Langer, J. |
| Title: | What consumers wish brand managers knew |
| Journal: | Journal of Advertising Research
1997 : NOV/DEC, VOL. 37:6, p. 60-65 |
| Index terms: | BRAND LOYALTY CONSUMERS |
| Language: | eng |
| Abstract: | The speech from the Brand Loyalty Session of the 1997 ARF Annual Conference reminds marketers that having a regular relationship with a brand whether or not it is total loyalty serves several important purposes for consumers. Contents: Consumers connect with brands, Connect or disconnect, Brand hierarchy. |
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