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SAP-US-Consumers-Brand-Loyalty-Drivers-Nov2014Source: 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.

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