Brand faithfulness and economic crisis. Brand and quality are important but price counts for more

Debora Viviani
This essay aims to analyze the relationship between brand faithfulness and the economic crisis, assessing whether there have been changes in the way people follow brands caused by the difficulties consumers find themselves faced with today. More specifically, it will attempt to answer the following questions: over the threeyear period 2009-2011, - have brands maintained their importance as a factor when purchasing consumer goods? - have consumers stayed faithful to the brands they always purchased...
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