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Most companies overlook that emotional engagement is the dominant driver of purchase decisions and brand loyalty rather than price promotions, discounting, social networking, Internet marketing and similar efforts, according to the findings in the 17th annual 2013 Brand Keys Customer Loyalty Engagement Index® (CLEI) released today.
The findings are based on a survey of more than 39,000 U.S. customers across 54 different product categories.
Most companies have become just “placeholders” in their categories, Robert....
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