Consumers’ emotional expectations from brands continue to grow but brands are failing to keep pace, reports a new study from Brand Keys. The 2015 Customer Loyalty Engagement Index (CLEI) study uses a proprietary survey-based research method to assign each measured brand a percentage score indicating the degree to which it meets expectations against a consumer-generated category-specific ideal. That ideal is itself based on path-to-purchase drivers that are distinct for each category.
This year’s study covered 64 categories and 540 brands, and relies upon a survey of 36,605 brand customers aged 18 to 65. Read the rest at MarketingCharts.