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Study of Brands Shows Tylenol Maintains Consumer Loyalty Despite Recent Quality Challenges
Date:9/20/2010

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  • "delivers a consistent experience"
  • "is honest and trustworthy"
  • "acts with your best interests in mind"
  • "is popular and recommended"

  • "We've found strong statistical correlation between consumers' perceptions of each brand's warmth and competence and their intent to purchase and remain loyal to that brand," said Dr. Fiske. 

    "We believe that Tylenol's long track record of reliability has generated a deep reservoir of goodwill toward the brand and that its recent production issues have been interpreted by consumers as a temporary lapse in competence, rather than a shortfall of warm intentions towards them," added Malone.

    About The Study

    Conducted July 1-7, 2010, this study measured the warmth and competence perceptions and priorities of a demographically balanced sample of 1,042 U.S. adult consumers for eight national brands, as well as their purchase intent and brand loyalty toward each. The brands examined included McDonalds, Burger King, BP, Shell, Tropicana, Minute Maid, Tylenol and Advil.

    About The Relational Capital Group

    The Relational Capital Group is a research–based, professional development and advisory services firm that helps organizations transform and strengthen the business relationships that drive their growth, productivity and profitability. They are recognized as world-class experts on the principles, process and science of lasting, mutually-beneficial business relationships.  In particular, they apply their expertise to the advancement of Customer Relationships, Colleague/Team Relationships and Brand Relationships. For more information visit http://www.relcapgroup.com.


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    SOURCE The Relational Capital Group
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