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Marketing Research Articles Related to the Meat Industry

Marketing Research Articles Related to the Meat Industry

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Inferior alternatives? Why traditional food brands need to get smarter

Published
October 2014
Authors
Johan Anselmsson, Niklas Bondesson and Ulf Johansson
Abstract
When looking to create consumer loyalty, brands must evoke both rational and emotional sentiments. Using a study example from the packaged food industry, the authors discuss the factors behind brand loyalty.