What business leaders call “customer loyalty” is actually something very different: instinctive brand preference. As part one of this series explained, instinctive preference is a positive bias toward ...

The true drivers of brand preference are hidden from view. Most current marketing approaches don’t reveal them. Companies are spending millions of dollars to understand consumer motivations but still ...

The COVID-19 pandemic and recent racial justice issues have changed the brand preferences of 45% of consumers, according to a new report from communications firm Ketchum. The report identified four ...

It’s no secret that brand affinity — a shopper’s preference for a particular brand — can be one of the most potent drivers of purchasing decisions. For retailers, leveraging brand affinity to ...

We tested whether brand-facilitated conversations could decrease the polarization of opinions — and our findings indicate they can. Research has shown that people perceive brand preferences, like ...

Piper Sandler's report is a closely watched barometer of teens' consumer behavior, with its latest edition underscoring some ways a tumultuous 2020 has impacted the group's shopping habits and brand ...