Why users love a brand, product, service or experience is not a question easily answered, according to new research, but it would appear that technology brands have the upper hand.
Digital giants such as Google, Fitbit, Amazon and Netflix were at the top of a recent brand affection-measuring study carried out by consulting firm Accenture PLC’s research arm Fjord, which doubled as a test for the organization’s new Love Index.
To the extent the Index can identify why digital brands scored so well, the evidence points to their particular skill at meeting users’ individual needs, the researchers found, whether it’s Apple’s intuitive hardware and software, or Netflix customers’ love for binge watching.