Eroding Brand Loyalty
Abstract
Brands offer an assurance to the customers so that they are engaged in repeat purchases. However in the consumer goods market, the end cutomers have better and more options and as a result, the marketeers also face problems in satisfying their ever changing needs. Opening up of economy has further resulted in many brands in an already crowded market. This makes customers quite fickle and thus the brand loyalty gets eroded. This paper is an attempt to highlight the case of Brand Erosion and the challenges faced by the marketing and brand maangers in this context.
Authors
Amit Singh, D R Singh