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Articles on Branding

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Cutting back on pricier food items and focusing on more affordable staple foods could help consumers deal with rising food costs, but these strategies affect brand loyalty. (Shutterstock)

The rising cost of living is eroding brand loyalty as consumers seek more cost-effective alternatives

Once a cornerstone for many food retailers, brand loyalty is eroding as consumers prioritize cost savings over long-term brand relationships.
A large billboard featuring Colin Kaepernick stands on top of a Nike store at Union Square in San Francisco. (AP Photo/Eric Risberg)

Online outrage can benefit brands that take stances on social issues

Brands are increasingly taking stances on contentious social issues and facing mass outrage on social media. New research shows that this outrage can benefit brands.
A farmer walks on a marshy shore of a river polluted by oil spills in Nigeria’s Niger delta, region. Pius Utomi Ekpei/ AFP

Greenwashing: energy companies make false claims about sustainability – they should be held to account

Energy firms are likely to lie about their corporate social responsibility to the environment. Their deception can be turned around for good if they are held accountable.

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