The Fickle Mistress: Loyal consumers changing brands and the change-constancy conflict
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Shobha Prasad Festival of NewMR 2017
This presentation deals with the impact of brand renovation on loyal consumers, and the role of the Change-Constancy Conflict in the loyal consumer’s response to such changes. It sets out the stages and allied emotions that the consumer goes through and how this would play out across categories and consumer types, based on an analysis of multiple cases over the last decade.
