ARF study: Customer loyalty remains robust for large CPG brands

A study by the Advertising Research Foundation (ARF), the trade body, found that large brands in the consumer-packaged goods sector have witnessed robust loyalty over time.

Customer loyalty to established brands in the consumer-packaged goods (CPG) industry has proved to be robust despite the buzz generated by a new wave of online upstarts.

That was the main takeaway from a study conducted by the Advertising Research Foundation (ARF), the industry body, which covered several verticals – including salty snacks, spaghetti sauce and deodorants – in the CPG sector, and provided encouragemen

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