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For many years it was largely accepted that smaller or niche brands possessed greater loyalty than larger brands, and that solely loyal customers were a valuable asset. (Cunningham, 1956) In response marketers focused their efforts on increasing loyalty within a brand, and directed their advertising strategies to that end...

(Cunningham, 1956) In response marketers focused their efforts on increasing loyalty within a brand, and directed their advertising strategies to that end. In light of the EG’s in the area of multi-brand buying and customer loyalty, marketers can use these patterns to better interpret buyer behavior...

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