Brand Loyalty in the U.S. Retail Market: What Drives Recall and Emotional Attachment
The analysis was based on a nationally representative online survey of 1,200 respondents across diverse demographics and geographies in the U.S. The survey targeted active retail shoppers, aged 18–65, with at least one purchase per month from both online and physical stores. Responses were gathered in Q1-Q4 2024 using stratified random sampling.
Top-of-Mind, Unaided & Aided Brand Recall 
Key Insight:
Amazon consistently leads in top-of-mind recall due to its ubiquitous presence in online shopping, aggressive advertising, and personalization algorithms. Walmart dominates in rural and suburban demographics, where physical presence and convenience are key drivers.
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Brand Perception Attributes (Rated 1–5) 
Trend Insight:
Consumers perceive Costco as more sustainable and trustworthy, while Amazon is viewed as highly convenient but still struggling in perceptions of sustainability and human-centric service.
Emotional Connection with the Brand (Top 3 Feelings Associated) 
Target uniquely appeals to aspirational and lifestyle-driven shoppers who associate it with joy and trendiness. Costco maintains emotional loyalty through consistent value delivery and perceived membership exclusivity.
Perception vs. Brand Positioning 
Brand Personality Mapping (Aaker’s 5 Dimensions)
Target stands out as the only brand that performs strongly across all Aaker dimensions except ruggedness. Amazon is dominant on competence but underperforms on emotional traits like sincerity or sophistication.
Qualitative Analysis
In the current U.S. retail landscape, shoppers exhibit increasingly hybrid behavior, merging online and in-store experiences driven by intent, convenience, and emotional triggers. While Amazon excels in logic and utility, consumers are increasingly seeking human touchpoints and curated in-person experiences, which underscores the enduring appeal of brands like Target and Costco.
Walmart continues to maintain relevance due to its competitive pricing and national presence, particularly in communities with limited access to alternatives. However, it confronts image challenges among urban populations and younger demographics that view it as “cheap but impersonal.” Target effectively balances affordability with style, fostering emotional connections through aesthetically appealing products and seamless in-store experiences. Customers frequently describe their visits to Target as “therapy,” emphasizing the brand's personality as both sincere and exciting.
Conversely, Amazon’s emotional gap arises from its algorithmic nature. Although the platform is known for its speed and efficiency, consumers primarily associate it with transactional utility, lacking a sense of brand warmth. As expectations evolve toward personalization and sustainability, Amazon may need to consider pivoting or adding a more human element to its brand identity.
Costco enjoys a unique form of emotional loyalty, as members often feel a sense of pride in being “part of the club.” The bulk-buying model translates into perceived family value and economic safety—key emotional drivers in an inflation-sensitive market.
Meanwhile, Best Buy maintains its position as a technical authority but struggles to resonate emotionally with consumers who favor immersive or lifestyle-driven shopping experiences. While consumers trust its product recommendations, they seldom link the brand with excitement or modernity, raising concerns about potential stagnation.
A significant segment of Gen Z and Millennials is also influencing perceptions of brand purpose and sustainability. Brands that advocate for ethical sourcing, carbon footprint reduction, and data transparency are gradually becoming more prominent, though they have yet to achieve widespread recognition.
In summary, brands that successfully integrate emotional resonance, align with lifestyle choices, and adapt to consumer needs will be best positioned to secure long-term loyalty in the evolving hybrid retail landscape.
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