Every year, we see new research on customer loyalty—but this one hits differently.

Professor Yuping Liu-Thompkins’ latest white paper, The Politics of Brand Loyalty, goes beyond traditional loyalty drivers like price and product. It explores how ideology and value alignment are shaping customer decisions in ways we can’t ignore.

💡 Key takeaway? Emotional loyalty isn’t just about discounts or rewards—it’s about shared values. Consumers who feel a brand aligns with their beliefs are often more loyal than those motivated by price alone.

This research could redefine how brands approach loyalty in 2024. Are you ready for this shift?