How US Consumers Define Brand Loyalty – and What Drives It

The majority of American adults are loyal to 5 or fewer brands, with their loyalty most often placed with financial service providers and grocery retailers, finds a study conducted by Epsilon and Wylei Research and shared with MarketingCharts. Consumers surveyed for the report were most likely to define brand loyalty as shopping on the basis of quality rather than price; as a result, a company’s consistency in offering quality products and services emerges as a key loyalty driver. (more…)