Brands can no longer rely on price promotions and discounting to spark customer engagement, according to Robert Passikoff, president of Brand Keys consultancy. Emotional engagement, Passikoff told Loyalty 360, is the dominant driver of purchase decisions and brand loyalty.
Passikoff’s company has compiled the Brand Keys Customer Loyalty Engagement Index for 17 years and he has seen the evolutionary factors that impact brand loyalty. This year’s edition comprised 39,000 participants (aged 18-65) who self-selected the....