Govt Interview with Yuping Liu-Thompkins, Professor Advertising and marketing and Director of Loyalty Science Lab, Outdated Dominion College
A new research from the Loyalty Science Lab at Outdated Dominion College sheds gentle on the rising affect of social and political values on model loyalty. The analysis, which surveyed almost 1,000 US shoppers throughout This autumn 2024, reveals that buyers are more and more making buying choices primarily based on their alignment with a model’s perceived ideology.
On this government interview Invoice Hanifin, Managing Editor, The Clever Marketer sits down with Yuping Liu-Thompkins, Professor of Advertising and marketing, and Director of the Loyalty Science Lab at Outdated Dominion College to speak via the highlights of the analysis.
There’s so much to find out about how shoppers make buy choices primarily based on their alignment – or lack thereof – with the positioning of their favourite manufacturers. This new analysis goes deep into “why” individuals align their values based on their Social and Political ideas, attracts contrasts by demographic teams and produces just a few surprises.
For instance, disagreement is a extra highly effective affect of buyer loyalty than alignment. And silence will not be at all times golden in relation to model expression of its views on social points.
Yuping not solely experiences on the analysis findings however shares actionable insights into entrepreneurs and a synopsis of how she would advise a CMO primarily based on her work. That is highly effective analysis from the Loyalty Science Lab and is a superb support in shaping your 2025 buyer technique.
This interview was carried out just a few weeks earlier than Loyalty Science Lab formally launched the brand new analysis. It’s obtainable now and you possibly can obtain The Politics of Model Loyalty right here.
Time Stamps for the Time-Starved:
1:08 – What’s the Loyalty Science Lab?
3:17 – Overview of Outdated Dominion College
4:21 – New Analysis: The Politics of Model Loyalty
6:48 – How is the Analysis Organized and What Did you Study?
8:45 – Sustainable Steerage to Entrepreneurs from the Analysis
11:41 – Contrasting Responses by Demographic Teams
15:27 – Alignment or Disagreement, what’s the Most Highly effective Driver of Loyalty?
17:35 – A Abstract of Key Analysis Findings
23:17 – Actionable Insights for C-Suite Execs
25:08 – What Occurs When Manufacturers are Silent on Social Points?
28:55 – Wrap Up
