It is widely thought that loyalty to successful new brands or line extensions evolves slowly. An unexpected but striking finding therefore is that loyalty to a new brand is nearly instant in some 20 cases examined so far: the new brands' average purchase frequency at launch is already ‘normal’, ie at the same level as a year or two later and also as that of competitive established brands. The finding was unexpected but now makes much sense with hindsight. More empirical work is in hand.
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Ehrenberg, A., Goodhardt, G. New brands: Near-instant loyalty. J Target Meas Anal Mark 10, 9–16 (2001). https://doi.org/10.1057/palgrave.jt.5740029