Brand loyalists rate Coke, Pepsi images as same

September 1981
Marketing News;9/4/1981, Vol. 15 Issue 5, p7
Trade Publication
Highlights a study on the relationships between self-concept and brand image for Coca-Cola and Pepsi drinkers. Similarities of the products; Reason for the suitability of soft drink category for a congruence study; Response of Coke drinkers to brand switching.


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