Apple customers have the most emotional connection to the brand versus others, study shows

Credit: Andrew O'Hara, AppleInsider

Apple has ranked first in a listing of the most intimate brands during the coronavirus pandemic, based on emotional factors such as fulfillment and ritual.

That's according to the MBLM "Brand Intimacy COVID Study," which surveyed a series of brands and the emotional connections consumers had with them during the global health crisis. Apple also ranked highly in a broader 2020 brand intimacy study released by MBLM in May.

In addition to Apple, Amazon and Google took second and third place, respectively. Apple ranked as the top pick among women and millennials, while Amazon ranked as the top pick among men. Rounding out the top five were Walmart and Google subsidiary YouTube. Here's a full list of the ranking:

First: Apple
Second: Amazon
Third: Google
Fourth: Walmart
Fifth: YouTube
Sixth: Toyota
Seventh: Disney
Eighth: Netflix
Ninth: Chevrolet
Tenth: PlayStation

Of those, Walmart, YouTube, Disney, Netflix, Chevrolet, and PlayStation remained in the top 10 from previous rankings. Google, YouTube, and Toyota were new entrants during the coronavirus pandemic.

"There has also been a shift in focus with more media & entertainment brands in the top 10 and fewer automotive brands, suggesting consumers turned to the enjoyment provided by media & entertainment brands, and became less reliant on their cars," MBLM wrote of the new findings.

Other findings include a 23% increase in the number of brands users connect with; Zoom becoming the top brand that consumers used during the pandemic, followed by Purell and Netflix; and brands that are a part of the smartphone ecosystem increasing in strength.

MBLM carries out its studies by examining a consumer's emotional connection to a brand, including bonds like fulfillment, nostalgia, ritual, and identity. According to the firm, brands that rank highly in intimacy outperformed leading companies in the Fortune 500 and S&P 500 indices across revenue growth, profit growth, and stock price in the first quarter of 2020.

The Brand Intimacy COVID Study was carried out over late summer 2020 and surveyed 3,000 consumers across the U.S.

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24 Comments

GeorgeBMac

said about 3 years ago

It's notable that, for the most part, those organizations gained their loyalty less through glitzy, fancy features and more through ongoing dependability and reliability.

Two analogies come to mind:
In its heyday it was said: "Nobody ever got fired for buying IBM". That's because their products didn't break and, if they did, an IBM technician was right there to make it unbroken. It wasn't only about having a great product up front but how it was supported to make it reliable - something you could rely on, hang your job on.

And, while taking dog training lessons at a local animal shelter they told us:
"The alpha dog is not always the biggest or the toughest. It's the one that makes the rest of the pack for secure and comfortable."

These companies, and particularly Apple, fit both analogies.

Rayz2016

said about 3 years ago

Judging by the folk round here, I’d say Android users have the greatest emotional connection to Apple.

rotateleftbyte

said about 3 years ago

ROFL.

Of that top 10 Apple is the only one that I do business with (if at all). I refuse to use Google, Avoid Amazon and Walmart (ASDA here but not for much longer). I only visit YouTube 3 or 4 times a year. The rest are a no-no.

randominternetperson

said about 3 years ago

AppleInsider said:

Apple has ranked first in a listing of the most intimate brands during the coronavirus pandemic, based on emotional factors such as fulfillment and ritual.

Maybe we can share the rituals we each individually perform to demonstrate intimacy with our Apple products. I'll start... oh, never mind. Not safe for work.

jedwards87

said about 3 years ago

Rayz2016 said:

Judging by the folk round here, I’d say Android users have the greatest emotional connection to Apple.

LOL. You got that 100% correct. Actually visit any Android community/forum and regardless of topic Apple is always mentioned. They love Apple.

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