The importance of brand loyalty has been shown clearly this year, as the pandemic has fundamentally disrupted consumer behaviour around the world.
Consequently, brands are keen to strengthen their relationship with their consumer targets in order to better future-proof themselves against further disruptions.
But brand loyalty and engagement can fluctuate greatly – both between consumer groups and between countries – so it is important for marketers to understand where loyalty is strongest and what forms it takes.
Latest insights from our TGI Global Quick View consumer data – with fieldwork conducted during the initial peak of the pandemic between March and May this year – reveal consumer attitudes towards brands and how connected consumers engage with brands in 25 markets worldwide.