Exploring emotional loyalty (2020)

What is emotional loyalty?

That was the burning question at a recent roundtable discussion organised by the DMA’s Customer Engagement Council and attended by a wide range of agency and brand-side participants.

In this report, you will find a summary of the fascinating conversation that followed. Talk turned to specific aspects of emotional loyalty, ranging from how brands currently approach it, to where it sits within an organisation and how loyalty drives ultimately affects consumers.