Digital Marketing

Model People really feel most intently linked throughout COVID-19

Apple, Amazon, and Google are the top brands that people in the United States have felt most closely connected to during the COVID-19 pandemic. This is the result of recent research by MBLM.

The report is based on data from a survey of 3,000 US consumers in the summer of 2020. Researchers surveyed participants to understand their emotional connections to 100 popular brands and the strength of those bonds. Respondents were also asked specific questions about the impact of COVID-19 on brand relationships (see the full methodology here).

Apple is the "most intimate" brand overall, the researchers found.

Amazon is in second place, followed by Google, Walmart, YouTube, Toyota, Disney, Netflix, Chevrolet and PlayStation:

Amazon is the brand that men felt most closely connected to during the pandemic, while Apple is the brand that women felt most closely connected to:

Americans aged 18 to 34 felt the most closely related to Apple during the pandemic, while Americans aged 35 to 44 felt the most closely related to Samsung and Americans aged 45 to 64 felt the closest felt connected to Amazon:

Americans with an annual income of 35,000 to 100,000 US dollars felt most closely connected to Amazon during the pandemic, while Americans with an annual income of over 150,000 US dollars felt the most closely connected to BMW:

About the research : The report
is based on data from a survey conducted in summer 2020 at
3,000 US consumers. The researchers questioned the participants to understand
their emotional connections to 100 popular brands and the strength of
these bonds. Respondents were also asked specific questions
the impact of COVID-19 on brand relationships (see the full methodology here).

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