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Brand loyalty depends on consumer perception of company attributes that are similar to those we look for in people, claim researchers at Princeton University.
Dr. Susan Fiske, one of the study’s lead authors, said: “We've found strong statistical correlation between consumers' perceptions of each brand's warmth and competence and their intent to purchase and remain loyal to that brand. These findings are consistent with other studies we've conducted that validate the influence and predictive power of warmth and competence on human behavior.”
The study evaluated the impact of consumer perceptions of warmth and competence on purchase intent and loyalty toward eight national brands: McDonalds, Burger King, BP, Shell, Tropicana, Minute Maid, Tylenol and Advil.
