Fast-food brands may build loyalty through emotional experiences, not service alone

Top Framing Differences

• Left: Coverage gap: Currently unaddressed by verified outlets on this side of the spectrum.
• Center: A study of more than 800 fast-food customers suggests that loyalty to a brand is shaped not only by satisfaction with the product or service but also by customers' emotional experiences. The study, published in the International Journal of Internet Marketing and Advertising, focused on fast-food consumers in Peru but could have implications for fast-food brands in other emerging markets.
• Right: Coverage gap: Currently unaddressed by verified outlets on this side of the spectrum.