Amazon ranked #1 for women in the U.S. in MBLM’s Brand Intimacy 2019 Study, which is the largest study of brands based on emotion. Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. Disney and Apple rounded out the top three brands for women. The remaining brands to round out the top 10 were: Netflix, Chick-fil-A, Target, Costco, Chevrolet, Ford and BMW.
“More and more, marketers need to understand that the way women build bonds with brands varies greatly and that few universals apply to all women,” stated Rina Plapler, partner at MBLM. “However, from our research, we have found that women are more likely than men to form emotional connections with brands and that the archetypes of ritual and indulgence play an important role.”
Additional notable findings in the U.S. include:
In conjunction with the findings, MBLM released a piece examining the key takeaways across the U.S., Mexico and the UAE entitled, “Women and Brand Intimacy.” In it is analysis, MBLM revealed:
MBLM also hosted a webinar on the findings, and a recording of it can be seen here. Additionally, MBLM offers Custom Dashboards providing extensive data for brands included in its annual Brand Intimacy Study. To download the full Brand Intimacy 2019 Study or explore the Data Dashboard, click here.
Methodology & Sources
During 2018, MBLM with Praxis Research Partners conducted an online quantitative survey among 6,200 consumers in the U.S. (3,000), Mexico (2,000), and the United Arab Emirates (1,200). Participants were respondents who were screened for age (18 to 64 years of age) and annual household income ($35,000 or more) in the U.S. and socioeconomic levels in Mexico and the UAE (A, B and C socioeconomic levels). Quotas were established to ensure that the sample mirrored census data for age, gender, income/socioeconomic level, and region. The survey was designed primarily to understand the extent to which consumers have relationships with brands and the strength of those relationships from fairly detached to highly intimate. It is important to note that this research provides more than a mere ranking of brand performance and was specifically designed to provide prescriptive guidance to marketers. We modeled data from over 6,200 interviews and approximately 56,000 brand evaluations to quantify the mechanisms that drive intimacy. Through factor analysis, structural equation modeling, and other sophisticated analytic techniques, the research allows marketers to better understand which levers need to be pulled to build intimacy between their brand and consumers. Thus, marketers will understand not only where their brand falls in the hierarchy of performance but also how to strengthen performance in the future.
To read a more detailed description of MBLM’s approach, visit its Methodology page.