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Brand Loyalty Increases When Other Customers Look, Act Like Us

By Guest PostApril 30, 2012Economyabercrombie, behavior, brand loyalty, clay voorhees, customer, dramatic, iowa state university, journal of retailing, marketing effort, marketing expert, michigan state university, mtv reality show, restaurant, texas christian university, the jersey shore, theme park

EAST LANSING, Mich. — The more other customers look and act like us, the more likely we are to stay loyal to a particular store or product, according to a groundbreaking study co-authored by a Michigan State University marketing expert.

Surprisingly, the presence and behavior of other customers is just as important to brand loyalty as customer service, said Clay Voorhees. As a real-world example, he noted the fact that Abercrombie & Fitch offered to pay troublemaking cast members of the MTV reality show “The Jersey Shore” to stop wearing its clothes. (more…)

U.S. Workers Are ‘Giving Away The Store,’ Costing Firms Billions

EAST LANSING, Mich. — Nearly 70 percent of the nation’s service employees give away free goods and services – from hamburgers to cable TV – costing companies billions of dollars a year, according to a groundbreaking study.

Clay Voorhees, study co-author and marketing expert at Michigan State University, said one of the best ways to combat this illegal practice – called “sweethearting” – is through better screening of job candidates. (more…)

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Brand Loyalty Increases When Other Customers Look, Act Like Us

U.S. Workers Are ‘Giving Away The Store,’ Costing Firms Billions