Amazon Gets High Marks For Its Customers’ Emotional Engagement

A new study from Brand Keys measures customers’ emotional engagement with 375 brands across 54 categories, finding that Amazon is among the closest to an ideal score of any brand in its respective category. Using a proprietary survey-based research method to see how well brands meet or exceed expectations consumers hold, the study assigns an emotional engagement strength score of 96% to Amazon versus the online retail category ideal of 100%. (more…)