BRAND LOYALTY DOES NOT LEAD TO GROWTH; CUSTOMISABILITY AND AVAILABILITY ARE MORE IMPORTANT

2. 10. 2026 | 6 min read Brand love is something of an exception amongst consumers and does not, in itself, lead to increased purchasing behaviour. This was stated by Rachel Kennedy of the Ehrenberg-Bass Institute for Marketing Science at the Brand Management conference. According to the data presented, mental availability and strong distinctive elements are more important for brand growth.