Qualitative research to enhance brand loyalty for children

Date of publication: October 22, 1997

Abstract:

The paper describes how research may be used to assist program developers in transferring brand appeal and loyalty from established brands to new brands, while avoiding the potential pitfalls of weakening existing brand equity or associating a new brand with undesirable qualities. The results are based entirely on qualitative techniques (focus groups, individual observations and interviews) with the target audience.

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