FEATURE1 January 2016

The lifetime of a habit

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Features Impact

Does true loyalty exist, or is there always another, more rational, explanation? This special report examines the different types of consumer loyalty, and how research can help brands ensure their customers come back for more.

My grandmother used Nivea face cream every day for 40 years. Many others of her generation did the same. On the face of it – pun intended – she was a loyal customer, but, in reality, there were very ...