Source: SAP SE
Notes: Consumers are more likely to be loyal to a particular brand due to its values than because of their personal interactions with the brand, according to an SAP survey conducted by Ipsos. Overall, the product or service itself is – unsurprisingly – the biggest driver of brand loyalty, consistent with other research on this topic.
Related: How Brands Can Connect With Interests-Driven Consumers
About the Data: The data is derived from an Ipsos poll conducted for SAP from October 6-10, 2014. For the survey, a sample of 3,017 Americans, ages 18+ were interviewed online. The precision of the online poll is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 2.0 percentage points for all adults.
The data were weighted to the U.S. current population data by gender, age, education, and ethnicity.
