Ehrenberg-Bass dispels some myths about big brands

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.

Lees verder op Warc