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Scoop.it!
Marketers always want to know how customers want to engage with brands. To better understand the shifting consumer-brand relationship, IBM conducted the 2014 IBM Consumer Products Study, which revealed some stunning revelations. “We found that brand loyalty is no longer a relevant measure,” the study says...
Jeff Domansky's insight:
Is brand loyalty still a relevant measure? IBM study is a huge surprise for marketers. 
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Brand loyalty is starting to fade, and brand enthusiasm is starting to enter into the consumer picture. Enthusiasm is starting to become a bigger driver to brand engagement than loyalty is.