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Data from Nielsen suggests that we are in an era of disloyalty, with more consumers trying new brands and refraining from developing long-term buying habits. This data should prove valuable to loyalty marketers, as it covers under-explored trends that create brand disloyalty, such as an increased desire to buy local in countries with prominent nationalist movements (Italy, Greece, etc.).
However, Nielsen argues that “as consumers become more brand disloyal, marketers can no longer expect 20 percent of their....
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