The fickle mistress

Date of publication: June 15, 2014

Author: Shobha Prasad

Abstract:

This presentation deals with the impact of brand renovation on loyal consumers, and the role of the Change-Constancy Conflict in the loyal consumer's response to such changes. It sets out the stages and allied emotions that the consumer goes through and how this would play out across categories and consumer types, based on an analysis of multiple cases over the last decade. This analysis would provide marketers and researchers with a deeper understanding, leading to more incisive analysis on the part of the researcher researching brand renovation, and more nuanced strategies for successful renovation on the part of marketers.

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