Companies and brands spend billions of dollars to encourage consumer-brand relationships, yet many of them do so without a good understanding of their activities. A study by Nanyang Business School finds that on average, a 1% increase in brand relationship investment is associated with a .44% improvement in customer brand loyalty, obviously lucrative and rewarding if done well. Assistant Professor Mansur Khamitov from NTU talks us through the findings and what companies can do better to nurture and grow that brand-consumer relationship.

<p>Companies and brands spend billions of dollars to encourage consumer-brand relationships, yet many of them do so without a good understanding of their activities. A study by Nanyang Business School finds that on average, a 1% increase in brand relationship investment is associated with a .44% improvement in customer brand loyalty, obviously lucrative and rewarding if done well.&nbsp;Assistant Professor Mansur Khamitov from NTU talks us through the findings and what companies can do better to nurture and grow that brand-consumer relationship.</p>

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