A study of more than 800 fast-food customers suggests that loyalty to a brand is shaped not only by satisfaction with the product or service but also by customers' emotional experiences. The study, published in the International Journal of Internet Marketing and Advertising, focused on fast-food consumers in Peru but could have implications for fast-food brands in other emerging markets.
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Fast-food brands may build loyalty through emotional experiences, not service alone
Just now
September 22, 2026
1 min read
📰 Phys.org
📋 Key Takeaway
A study indicates that fast-food brand loyalty is influenced by emotional experiences rather than just product satisfaction. While the research focuses on Peru, its findings may be relevant for fast-food brands in emerging markets, including Iran. Understanding these dynamics could help brands in Iran enhance customer loyalty amidst economic challenges.
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Translated from the original and edited for English readers. View original source →
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