Amazon, Netflix, MSNBC, Fox News, Google among top 20 loyalty brands: study
Amazon, Netflix, MSNBC, Fox News, Google and WhatsApp are among the media companies in the top 20 loyalty brands, according to Brand Key’s annual Customer Loyalty Engagement Index for 2020.
The study released each January is based on an “in-depth sample of more than 60,000 Americans across 85 categories and 833 brands,” according to Brand Key.
“Two decades into the 21st century the world has more complex brand and mediascapes,” Brand Keys President Robert Passikoff said of the study. “It’s more data-rich and technologically-intensive. Consumers are more complex, connected, and complicated.”
“They connect with each other before even considering connecting to a brand and assess loyalty relative to how they envision an ‘Ideal’ brand,” he continued, before later adding that “it only takes a nanosecond for consumers to note how well a brand is ‘seen’ to meet their expectations for the path-to-purchase drivers that defines behavior toward and fidelity to a brand.”
Other companies in the top 20 loyalty brands include Avis, Apple, Chase, Chick-fil-A, Dunkin’, Hyundai, and the National Football League.
The results come after Morning Consult found in October 2019 that news outlets comprise 12 of the 15 most politically-polarizing brands in the country out of more than 3,700 brands that the company tracks daily, ranging from print publications — including The New York Times and The Washington Post — to broadcast news outlets, including all the major broadcast and cable news networks.
Updated: 3:49 p.m.
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