Amazon's rising brand intimacy
Customers have a deeper emotional connection with Amazon than any other brand worldwide, a recent study suggests. It's the first time that Amazon ranked No. 1 in MBLM's Brand Intimacy 2020 Study, an annual survey, now in its 10th year, that looks into the emotional bonds that consumers feel toward companies.
In this special feature, we take a deeper dive into the survey results and what they mean for Amazon:
How the survey was done:
- 6,200 U.S. consumers were surveyed about ~400 major brands across 15 industries. The consumers were from the U.S., Mexico, and the UAE. MBLM used factor analysis, structural equation modeling, and other analytic techniques to analyze the findings.
- MBLM (pronounced "emblem") surveyed the consumers about "brand intimacy," which is the emotional science that measures the bonds consumers form with brands.
- The concept is valuable to marketers because it drives long-term customer bonds and their purchase decisions, MBLM's Mario Natarelli said.
“Amazon’s rise to the top is something we forecasted for years based on the insights we’ve been gathering." - Mario Natarelli