Brand equity and loyalty still influence purchasing decisions

Guinness, Apple and Hibernian Aviva (now Aviva) had the most effective communications in the past year, according to research into the 18-to30s age group issued by the consumer and brands division of Murray Consultants.

13th February, 2010

Guinness, Apple and Hibernian Aviva (now Aviva) had the most effective communications in the past year, according to research into the 18-to30s age group issued by the consumer and brands division of Murray Consultants.

Nicky Crichton, director of the division now called Mcsquared, said the research showed that brand equity and brand loyalty were still among the most influential factors in purchasing decisions, despite an increased focus on value during the economic downturn.

Of...

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