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Article: Gay Consumers' Brand Loyalty Linked to Corporate Philanthropy and Advertising; New National Survey by Witeck-Combs Communications/Harris Interactive Also Contrasts Gay and Non-Gay Consumers on Product Upgrades, Laser Eye Surgery, Laser Hair Removal, and Gay Cable Television.
- Article from:
- PR Newswire
- Article date:
- July 22, 2002
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Copyright informationCOPYRIGHT 2002 PR Newswire Association LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ROCHESTER, N.Y. -- In the most recent consumer research study by Witeck-Combs Communications and Harris Interactive(R), a national cross-section of gay, lesbian, bisexual and transgender respondents (GLBT) signaled they tend to prefer popular product brands, indulge themselves, and seek product upgrades in higher proportion than their non-gay counterparts. In addition, their intention to seek laser eye surgery and laser hair removal tested at least twice as high as non-GLBT consumers.
Significantly, nearly 4 out of 10 gay consumers (39%) also stated that -- quality and value of products being equal -- they prefer to purchase products from companies that advertise in gay ...
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