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70-462: Press Gazette , formerly known as UK Press Gazette ( UKPG ), is a British trade magazine dedicated to journalism and the press. First published in 1965, it had a circulation of about 2,500 before becoming online-only in 2013. Published with the strapline "Future of Media", it covers news about newspapers, magazines, TV, radio, and the online press, dealing with launches, closures, moves, legislation and technological advances affecting journalists. It

140-412: A consumer 's persistent positive feelings towards a familiar brand and their dedication to purchasing the brand's products and/or services repeatedly regardless of deficiencies, a competitor 's actions, or changes in the market environment. It can also be demonstrated with other behaviors such as positive word-of-mouth advocacy. Corporate brand loyalty is where an individual buys products from

210-516: A brand image in their minds, and marketers try to either change or enhance people's beliefs to draw them to their brand. Marketers can advertise messages such as "no added sugar " and then, if this statement resonates in the consumer's mind, the consumer will believe that this brand's beliefs matches theirs. Beliefs that consumers hold against brands can also be false, as word of mouth, false advertising, and so forth can create false impressions. Marketers will try to counteract these negative beliefs so

280-399: A brand simply because it takes less work to do so. Low-involvement consumers use short-cut evaluations, so, for example, a known brand name that they haven't thought about deeply enough to find faults in will be an easy buy decision. Habitual buying behavior can result in brand loyalty subconsciously. The consumer isn't actively aware they want to purchase repeatedly from a particular brand, it

350-582: A brand that has become too confident. Many brands continue to get away with scandals, and it does not affect their image in any way. For example, the Coca-Cola brand has been involved in scandals including murders in Colombia, crimes in India, and various health dangers; all of which relate back to the company name. Yet the power of the Coca-Cola brand puts it at the top of its field. The reputation of such

420-399: A brand's product or service over time, regardless of changes with competitors' pricing or changes in the external environment. Brand loyalty reflects a customer's commitment to remain in a relationship for a long period of time with a brand. A critical factor of building brand loyalty is developing a connection or relationship between the consumer and the brand. When an emotional relationship

490-404: A brand." The main goal of a loyalty program is to create or enhance customer loyalty towards a brand whilst being sustained even after a loyalty program is discontinued. Marketers use such tactics as a loyalty program to increase likelihood of repeat purchase and to retrieve information about the spending habits of the consumer. Loyalty programs that enhance the consumer's opinion about how much

560-418: A celebrity may be influential to a Generation Y consumer because that generation views them as likeable, real, and beautiful. In order for celebrity endorsers to effectively reach the audience, they must connect and identify with the audience. The use of a popular celebrity endorser could personalize the brand for the consumer and create the relationship between the consumer and the brand. To ensure endorsement

630-501: A firm. Brand loyalty leads not only to repurchasing . Customers may repurchase a brand due to situational constraints (such as vendor lock-in ), a lack of viable alternatives, or out of convenience. Such loyalty is referred to as "spurious loyalty". Previous studies showed that customer loyalty is affected by customer satisfaction , but the association differs based on customer switching costs (procedural, relational, and financial). Real brand loyalty exists when customers have

700-464: A high or low level of involvement with the brand. High-involvement consumers interact with brands and products that are important to them, are risky or expensive and products that people who are important to the consumer have strong opinions on. High-involvement consumers will usually progress through complex buying behavior to decide whether they want to purchase a product whose brand greatly differs from others. Such behavior involves gaining knowledge of

770-400: A high relative attitude toward the brand which they then exhibit through repurchase behavior. This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm. For example, if Joe has brand loyalty to Company A, he will purchase Company A's products even if Company B's are cheaper and/or of

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840-466: A higher quality. From the point of view of many marketers, loyalty to the brand — in terms of consumer usage — is a key factor. However, companies often ensure that they are not spending resources to retain loyal but unprofitable customers. Most important is usually the 'rate' of usage , to which the Pareto 80-20 rule applies: Kotler's "heavy users" are likely to be disproportionately important to

910-432: A low product-involvement level. Habitual behavior occurs when the consumer doesn't see large differences between brands, and therefore doesn't search for information. Consumers usually purchase because advertising or promotion created familiarity. The attitudes formed by being exposed to advertisements and promotions cause brand loyalty to occur. Because consumers do less mental work to assess each brand, they may stick with

980-486: A massive organization is hard to dent with the powerful distribution rights and funds to create some of the best ad campaigns. Many markets exhibit overall stability, or "marketing inertia ." In their essential characteristics they change very slowly, over decades or even centuries rather than over months. This stability has two implications: The first is that those who are brand leaders are especially well placed in relation to their competitors and should want to further

1050-649: A paid subscription model is being favoured by more publishers who see it as a comparatively stable income stream. In the field of academic publishing , the subscription business model means that articles of a specific journal or conference proceedings are only available to subscribers. Subscriptions are typically sold to universities and other higher education institutions and research institutes , though some academic publishers also sell individual subscriptions or access to individual articles. In contrast with other media such as newspapers , subscription fees to academic publishers generally do not go towards supporting

1120-440: A perpetual licensing model to a subscription model, known as " software as a service ". This move has significant implications for sales and customer support organizations. Over time, the need to close large deals decreases, resulting in lower sales costs. However, the size of the customer support organization increases so that the paying customers stay happy. Consumers may find subscriptions convenient if they believe they will buy

1190-405: A person's attitude coincides with what a brand is trying to convey, the consumer will put the brand into a "liking" category in their mind. The consumer will then be more likely to increase involvement with this brand, and because attitudes are difficult to change, the chances of brand loyalty occurring increase. Other advertising techniques such as comparative advertising have shown to increase

1260-422: A predictable and constant revenue stream from subscribed individuals for the duration of the subscriber's agreement. Not only does this greatly reduce uncertainty and the riskiness of the enterprise, but it often provides payment in advance (as with magazines, and concert tickets), while allowing customers to become greatly attached to using the service and, therefore, more likely to extend by signing an agreement for

1330-417: A product and researching the brand's background. This engagement makes consumers aware and knowledgeable of the brand's attributes, so this engagement can shape behavioral brand loyalty, as the consumer feels that they know the brand well. Low-involvement consumers take on habitual buying behavior or variety-seeking behavior. These processes occur when a consumer is purchasing fast-moving goods and requires

1400-404: A product regularly and might save money. The customer saves time for repeated delivery of the product or service. Subscriptions which exist to support clubs and organizations call their subscribers "members" and they are given access to a group with similar interests. Subscription pricing can make it easier to pay for expensive items since they can often be paid for over time and thus can make

1470-576: A psychological phenomenon may occur when a customer renews a subscription, that may not occur during a one-time transaction: if the buyer is not satisfied with the service, he/she can leave the subscription to expire and find another seller. Because customers may only need or want some of the items received, this can lead to waste and an adverse effect on the environment, depending on the products. Greater volumes of production, greater energy and natural resource consumption , and subsequently greater disposal costs are incurred. Subscription models also create

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1540-428: A single purchase. In addition, subscription models increase the possibility of vendor lock-in , which can have fatally business-critical implications for a customer if its business depends on the availability of software: For example, without an online connection to a licensing server to verify the licensing status every once in a while, a software under a subscription-model would typically stop functioning or fall back to

1610-501: A strong appetite by the customer for a product. Marketing tools such as integrated marketing communications (IMC) and branding can increase perceived attraction between the consumer and the brand. These tools boost emotional response and attachment to the brand, and influence feelings the customer has for a brand; both are important for congruency and a relationship . This in turn leads to the development of brand loyalty. Relationship development and maintenance can also be achieved through

1680-720: A whole season. Thus, a one-time sale of a product can become a recurring sale and build brand loyalty . Industries that use this model include mail order book sales clubs and music sales clubs, private web mail providers, cable television , satellite television providers with pay television channels, providers with digital catalogs with downloadable music or eBooks, audiobooks, satellite radio , telephone companies , mobile network operators , internet providers, software publishers , websites (e.g., blogging websites), business solutions providers, financial firms, health clubs , lawn mowing and snowplowing services, pharmaceuticals , renting an apartment, property taxes, as well as

1750-431: Is created between the consumer and the brand, this leads to a strong bond and a competitive advantage for that particular brand. Loyalty consists of both attitudinal and behavioral components. Attitudinal loyalty relates to the customer's willingness to purchase a product or service from the brand at any reasonable cost. Behavioral loyalty is re-purchasing. Both behavioral and attitudinal components are important. One example

1820-493: Is desired by firms because retention of existing customers is less costly than obtaining new ones. Firms profit from having loyal customers”. Brand loyalty profits firms by saving them money. Benefits for companies associated with loyal consumers include: Generally speaking, brand loyalty will increase profit over time as firms do not have to spend as much time and money on maintaining relationships or marketing to existing consumers. Loyal long-term customers spend more money with

1890-583: Is funded by subscriptions , recruitment and classified advertising, and display advertising . It is owned by Progressive Media Investments, which also owns the magazines New Statesman and Spear's . Press Gazette was launched in November 1965 by Colin Valdar , his wife Jill, and his brother Stewart. Upon the Valdars' retirement in 1983 the magazine was sold to Timothy Benn , who sold it in 1990 to

1960-433: Is important to have full access even to old files for decades). Also, consumers may find repeated payments to be onerous. Subscription models often require or allow the business to gather substantial amounts of information from the customer (such as magazine mailing lists), and this raises issues of privacy . A subscription model may benefit the software buyer if it forces the supplier to improve its product. Accordingly,

2030-431: Is just in their habitual nature to do so. Alternatively, low-involvement consumers who are using variety-seeking behavior see differences between brands and tend to do a lot of switching. To attempt to persuade these consumers into habitual buying behavior, marketers will try to dominate shelf space, cut prices, or introduce new products. If a low-involvement consumer continues to use variety-seeking behavior, brand loyalty

2100-425: Is limited to paying subscribers. In addition to the freemium model, other subscription pricing variations are gaining traction. For instance, the tiered pricing model is frequently used in software as a service (SaaS) platforms, offering customers different access levels and features based on their subscription tier. This model is particularly effective for tailoring services to customer requirements. Another approach

2170-407: Is more likely to occur, as the brand name is resonating in the consumer's mind due to a feeling of emotional attachment. Furthermore, consumers are willing to pay more for a product that has a brand name that resonates with them emotionally. Buying decisions from consumers can be dependent on their level of involvement with the product or brand. Brand loyalty can stem from whether the consumer has

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2240-468: Is successful, the celebrity should match the brand and the consumer. The effect of using a celebrity endorser that consumers look up to and want to emulate can lead to increased congruence between the values of the consumers and the brand, and improve the relationship between the two. In industrial markets , organizations regard "heavy users" as "major accounts" to be handled by senior sales personnel and even managers; whereas "light users" may be handled by

2310-437: Is that a consumer displays behavioral loyalty by buying Coke when there are few alternatives available and attitudinal loyalty when they will not buy an alternative brand when Coke is not available. The attitudinal component is psychological, this leads to the behavioral action of repeat purchase. It is the attitudinal loyalty that drives most loyalty behavior and ensures loyalty over time, not just with one purchase. “Brand loyalty

2380-494: Is the usage-based pricing model, which calculates charges based on the extent of service or product utilization by the customer. This model is becoming increasingly prevalent, especially in services where customer usage varies significantly. There are different categories of subscriptions: In publishing, the subscription model typically involves a paywall , paysite , or other "toll-access" system (named in opposition to open access ). As revenues from digital advertising diminish,

2450-564: Is unlikely to be established. Loyalty includes some degree of predisposition toward a brand. It is determined by several distinct psychological processes, and it entails multivariate measurements. Customer perceived value , brand trust, customer satisfaction , repeat purchase behavior, and commitment are found to be the key influencing factors of brand loyalty. Commitment and repeated purchase behavior are considered as necessary conditions for brand loyalty followed by perceived value, satisfaction, and brand trust. Fred Reichheld , one of

2520-897: The New Statesman , in April 2009. The Wilmington Group retained the British Press Awards. Press Gazette went to a quarterly publication in June 2012. At the beginning of 2013 it ended print publication, keeping a weekly digital edition. Since about 1998, the Press Gazette award the Magazine Design and Journalism Awards in multiple categories. One source said "They are considered the only awards which celebrate design and journalism across all magazine sectors – consumer, B2B and customer." Awards were presented in

2590-854: The loyalty business model . Brand loyalty, in marketing, consists of a consumer 's commitment to repurchase or continue to use the brand . Consumers can demonstrate brand loyalty by repeatedly buying a product, service, or by other positive behaviors such as by engaging in word of mouth advocacy. This concept of a brand displays imagery and symbolism for a product or range of products. Brands can engage consumers and make them feel emotionally attached. Consumers' beliefs and attitudes make up brand images, and these affect how they will view brands with which they come into contact. Brand experience occurs when consumers shop or search for, and consume products. Holistic experiences such as sense, relation , acting, and feeling occur when one comes into contact with brands. The stronger and more relational these senses are to

2660-445: The "behavioral willingness" to consistently maintain relations with a particular brand. In a survey of nearly 200 senior marketing managers, 68 percent responded that they found the "loyalty" metric very useful. Brand loyalty occurs when consumers are willing to pay higher prices for a certain brand and go out of their way for the brand, or think highly of it. Brand loyalty can predict brand performance outcomes. It also highlights

2730-560: The Canadian publishing company Maclean Hunter . The magazine was sold again in 1994, this time to EMAP . Three years later the magazine was sold again, along with MediaWeek and 12 other titles, to Quantum Business Media for £14.1 million. Rupert Murdoch 's son-in-law Matthew Freud became the new owner of Press Gazette in May 2005, entering into partnership with former Daily Mirror editor Piers Morgan to raise around £600,000 to buy

2800-453: The actual content or information about their brand. Consumers take notice of campaigns, and a wave effect can occur, due to the relational sense of the campaign to the common person's emotions. Once a consumer establishes an emotional bond with a brand, the consumer is more likely to be able to recall the brand than consumers who have been subject to a large amount of content information. Because of this increased level of recall, brand loyalty

2870-460: The analyst knows who is an active customer and who recently churned. Additional benefits include a higher average customer lifetime value (ACLV) than that of nonrecurring business models, greater customer inertia and a more committed customer base as it transitions from purchase to opt-out decisions, and more potential for upselling and cross-selling other products or services. Some software companies such as Adobe and Autodesk have moved from

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2940-414: The brand (typically, 20 percent of users accounting for 80 percent of usage — and of suppliers' profit). As a result, suppliers often segment their customers into "heavy", "medium", and "light" users; as far as they can, they target "heavy users". However, research shows that heavy users of a brand are not always the most profitable for a company. A second dimension, is whether the customer is committed to

3010-637: The brand attitudes one might have. When a brand praises a competitor, rather than using a negative comparison, consumers are shown to have more positive brand attitudes, therefore drawing them to the brand. Brands may advertise themselves in ways that have nothing to do with their product, but by using emotional influences that they know the average consumer will engage with. For example, they may use religion, world peace, love, death, children and other symbols that humans can feel sentimental about to attract consumers to their brand. Through advertising, marketers may focus more on implicit emotional messages, rather than

3080-523: The brand loyalty of consumers. The decisions made around communications and branding should be based on solid and factual market research about the consumers. If the brand or the IMC do not seem to be relevant to the target market, consumers will not pay attention. An example of this is that high customization, creativity, and a more direct voice is recommended for messages directed towards Generation Y consumers as Generation Y want to be treated differently from

3150-472: The brand. Philip Kotler, again, defines four status of loyalty: A person's psychological disposition affects which brands they are attracted to. Cognitive responses can be matched with brand personalities. Brand personalities are broken down into five categories of traits: sincerity, ruggedness, competence, sophistication and excitement. Consumers are usually drawn to a brand because the brand strongly conveys one of these traits, and that trait resonates in

3220-532: The consumer feels like they hold similar beliefs as the brand. Attitudes can be based on brand salience and accessibility. Consumers make constant evaluations on every aspect of their lives and these make up attitudes. Ones attitude is usually difficult to change, so marketers try to fit their brands and products into categorical attitudes. Each time a consumer makes contact with a brand (through advertising and promotion), they reflect on their attitudes to make judgements and decisions about that particular brand. If

3290-401: The consumer's mind. These traits are matched to the five psychological factors that the consumers are influenced by: perception, learning, motivation, beliefs, and attitudes. In relation to brand loyalty, the most important factors are beliefs and attitudes. A belief can be based on real knowledge, faith, or opinion and has the ability to carry an emotional charge. Consumers use beliefs to form

3360-492: The creation of the content: the scientific articles are written by scientists and reviewed by other scientists as part of their work duties. The publisher does not pay the paper authors and reviewers. In this light, the subscription model has been called undesirable by proponents of the open access movement. Academic publications that use the subscription model are called "closed-access" in opposition to their open-access counterparts. Businesses benefit because they are assured

3430-469: The firm can offer them may be essential for building a relationship . Even though these programs can cost a lot of money, they help to create a relationship between the brand and the consumer. An example of a loyalty program is a point system: Frequent customers earn points which transform into freebies, discounts, rewards, or special treatment of some sort; customers work toward a specific number of points to redeem their benefit. Celebrity endorsers moderate

3500-423: The following categories: Subscriptions Rather than selling products individually, a subscription offers periodic (daily, weekly, bi-weekly, monthly, semi-annual, yearly/annual, or seasonal) use or access to a product or service , or, in the case of performance-oriented organizations such as opera companies , tickets to the entire run of some set number of (e.g., five to fifteen) scheduled performances for

3570-426: The functionality of a freemium version, thereby making it impossible (to continue) to use the software in remote places or particularly secure environments without internet access, after the vendor has stopped supporting the version or software, or even has gone out of business leaving the customer without a chance to renew the subscription and access his data or designs maintained with the software (in some businesses it

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3640-535: The general sales force or by a dealer. Andrew Ehrenberg , then of the London Business School said that consumers buy "portfolios of brands." They switch regularly between brands, often because they simply want a change. Thus, " brand penetration " or "brand share" reflects only a statistical chance that customers will buy that brand next time as part of a portfolio of brands they prefer. It does not guarantee that they will stay loyal. Influencing

3710-473: The importance of marketing communication when trying to promote a certain product that's not doing as well as other brands. Marketers are able to look at the patterns of brand loyalty and pick out characteristics that make that product thrive. Examples of brand loyalty promotions include My Coke Rewards , Pepsi Stuff , and Marriott Rewards . Brand loyalty in marketing consists of a consumer's devotion, bond, and commitment to repurchase and continue to use

3780-497: The individual, the more likely it is that individual will make repeat purchases. After contact has been made, psychological reasoning will occur, followed by a decision to buy or not to buy. This can result in repeat purchase behavior, thus incurring the beginning brand loyalty. Brand loyalty is not limited to repeat purchase behavior, as there is deeper psychological reasoning as to why an individual will continuously re-purchase products from one brand. Brand loyalty can be defined as

3850-454: The inertia that reinforces the stability of that position. This, however, still demands minor changes to keep up with marginal changes in consumer taste (which may be minor to the theorist but will still be crucial in terms of those consumers' purchasing patterns as markets do not favor the over-complacent). These minor investments are a small price to pay for the long term profits that brand leaders usually enjoy. The second, and more important,

3920-544: The magazine and its website PressGazette.co.uk underwent a redesign in May 2007, including a new masthead and body font. The magazine switched from weekly to monthly publication in August 2008. On 6 April 2009, Wilmington Group announced the May 2009 issue would be the last, but the magazine was purchased on 22 April 2009 by Mike Danson of the Progressive Media Group, shortly after he attained full control of

3990-423: The most influential writers on brand loyalty, claimed that enhancing customer loyalty could have dramatic effects on profitability . However, new research shows that the association between customer loyalty and financial outcomes such as firm profitability and stock-market outcomes is not so straightforward. An organization's ability to attract and retain customers is vital to its success. Customer loyalty requires

4060-544: The next period close to when the current agreement expires. In an integrated software solution, for example, the subscription pricing structure is designed so that the revenue stream from the recurring subscriptions is considerably more significant than the revenue from simple one-time purchases. Some subscription schemes (like magazines) also increase sales by not allowing subscribers to accept or reject any specific issue. This reduces customer acquisition costs and allows personalized marketing or database marketing . However,

4130-458: The opposite effect. This can be illustrated by subscribing to a service for mowing lawns. The effective use of a single mower increases when mowing for a collection of homes; instead of every family owning a lawnmower that is not used as much as the service-providing mower, the use of resources for producing lawnmowers, therefore, decreases while lawns stay cut. Brand loyalty In marketing and consumer behaviour , brand loyalty describes

4200-425: The product seem more affordable. On the other hand, most newspaper and magazine-type subscriptions are paid upfront, which may prevent some customers from subscribing. Fixed prices may be an advantage for consumers who frequently use those services. However, it could disadvantage a customer who plans to use the service frequently but later does not. The commitment to paying for a package may have been more expensive than

4270-512: The product, specifications and attributes, and furthermore creating attitudes that lead to the buyer's decision. Similarly, dissonance -reducing buying behavior occurs in the same situation, but instead with brands they see little differences between. This process consists of consumers finding purchase convenience, attractive pricing, and shopping around. High-involvement consumers search for more product attributes and engage in more product-related activities, such as searching for more information on

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4340-472: The receivers were unable to find another buyer for the magazine, and on 24 November 2006 it closed. After the publication missed one issue, Wilmington Group plc announced on 5 December 2006 it had acquired the title. Wilmington Media editorial director Tony Loynes , a former Press Gazette editor, led the take-over. He named news editor Dominic Ponsford as editor, and the magazine moved from Fleet Street to Wilmington Media's Old Street headquarters. Both

4410-425: The relationship between the consumer and the brand by personifying the brand to match the perceptions of the consumer. Using a celebrity endorser can build a relationship between consumers and a brand because endorsers can represent similarities between themselves and the consumer, and themselves and the brand. Celebrities make marketing tactics more convincing and marketing communications more effective. For example,

4480-438: The rest of the market and marketers should acknowledge this. Loyalty programs reward and encourage customers, which is necessary for customers to want to repurchase. The consumer should feel a connection with the brand to want repeat purchase and to exhibit other brand loyalty behaviors such as positive word of mouth. "A loyalty program is an integrated system of marketing actions that aims to make member customers more loyal to

4550-435: The same manufacturer repeatedly and without wavering, rather than from other suppliers. In a business-to-business context, the term "source loyalty" may also be used. Loyalty implies dedication and should not be confused with habit , its less-than-emotional engagement and commitment. Businesses whose financial and ethical values (for example, ESG responsibilities) rest in large part on their brand loyalty are said to use

4620-561: The statistical probabilities facing a consumer choosing from a portfolio of preferred brands, which is required in this context, is a very different role for a brand manager; compared with the much simpler one, traditionally described, of recruiting and holding dedicated customers. The concept also emphasizes the need for managing continuity. After brands are well established and have a decent flow of consumers, problems may arise such as slips in product quality or in safety of products, or lack of customer care. Such problems can be detrimental to

4690-413: The system requires that the business have an accurate, reliable, and timely way to manage and track subscriptions. From a marketing-analyst perspective, the vendor has the added benefit of knowing the number of currently active members since a subscription typically involves a contractual agreement. This so-called 'contractual' setting facilitates customer relationship management to a large extent because

4760-490: The title. The purchase was part of the break-up of Quantum Business Media by its owners, the venture-capital group ABN Amro Capital . On 19 October 2006, Freud announced that the magazine was for sale, citing as a reason indifference in the newspaper industry to the British Press Awards . The company owned by Freud and Morgan, Press Gazette Limited, subsequently entered administrative receivership . Initially,

4830-482: The traditional newspapers, magazines, and academic journals . Renewal of a subscription may be periodic and activated automatically so that the cost of a new period is automatically paid for by a pre-authorized charge to a credit card or a checking account. A common variation of the model in online games and on websites is the freemium model, in which the first tier of content is free. Still, access to premium features (for example, game power-ups or article archives)

4900-463: The use of loyalty programs or a celebrity endorser. These can help to increase a bond between a brand and a consumer. IMC is defined as "integrating a variety of convincing messages across various forms to communicate with and develop relationships with customers." IMC can convey the brand image, increase awareness, build brand equity, and achieve shared values between the consumer and the brand. IMC and branding are both marketing tools for increasing

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