The report was based on data from a survey of 2,200 online U.S. adults, 26 percent of whom were determined to be “brand enthusiasts”—defined as those who say they are likely to recommend preferred brands to friends and who make almost all relevant purchases from those brands now and in the future.
Brand enthusiasts are fairly evenly distributed among age groups and income levels, and they are also nearly evenly split by sex (47 percent female, 53 percent male), the analysis found.
Moreover, brand loyalty is not necessarily about price: Fewer than half (47 percent) say sales/discounts influence their brand purchases, compared with 80 percent who say they are influenced by product/service quality.
Below, additional key findings from the report.
The value of a brand enthusiast