Crisi ei consumi e fedeltà di marca

Abstract

Brand loyalty is one of the most debated issues by scholars and corporations alike. Today's consumer is a mobile flip-flopper vith a rather unstable attitude and behaviour towards brand, stores and products. The objective of this paper is to investigate whether there is a consumer who remains loyal to the product's brands. For this purpose a questionnaire has been developed whose analysis should enable the author to formulate some early remarks