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  • Does brand loyalty matter to shoppers anymore?
  • Does brand loyalty matter to shoppers anymore?
    Nike (2018) ©

It’s not exclusive! The science of brand relationships

With 51% of Britons unable to name a favourite brand, people’s connections to the products  they buy are seemingly changing. Canvas8 spoke to Pankaj Aggarwal, professor of marketing at the University of Toronto, to learn how different types of brand relationships impact consumer behaviour.

Location Global

In September 2018, Nike launched a campaign featuring former San Francisco 49ers quarterback Colin Kaepernick. A black and white photo of the athlete – who in 2016 famously became the face of protests against racial and social injustice after kneeling during the national anthem – was accompanied by the tagline: ‘Believe in something. Even if it means sacrificing everything’.

Despite praise from many consumers, mixing racial politics and sports sparked a backlash, with #NikeBoycott trending on Twitter and the company’s stock price tumbling by 3% within 24 hours of the campaign’s launch. But as a brand with ...



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