Tylenol v. Advil: who'll come out on top?

Johnson & Johnson said it's returning some versions of children's and infant's Tylenol to stores after recalling millions of bottles earlier this year. How the brand fares may depend on the degree to which it can hold onto consumer loyalty.
Researchers from The Relational Capital Group and Princeton University surveyed 1,042 US consumers and found that the Tylenol brand slightly outpaces Pfizer's Advil in consumer loyalty (67% vs. 65% positive) and purchase intent (76% vs. 75% positive).

Respondents rated both brands equally well on such statements “is honest and trustworthy” and “acts with your best interest in mind.” These dimensions were shown to impact purchase intent and loyalty.  

Chris Malone, chief advisory officer of The Relational Capital Group, said consumers have interpreted J&J's quality control problems as “a temporary lapse in competence.”
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