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Brand switching behavior and factors influencing brand selection
The survey contrasts brand-switching rates and influence sources across all respondents, sports fans and Gen Z — from own research to influencers.
The survey contrasts brand-switching rates and influence sources across all respondents, sports fans and Gen Z — from own research to influencers.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
01/26/2025 - 01/30/2025
Survey country
Survey country
Germany
Sample
Sample
n=1,650 total population surveyed, compared to n=1,226 Sport-Fans (Top 1 auf 4er Skala) und n=357 Gen Z
Question
Question
Have you consciously changed brands in the last 12 months because another brand was more attractive; Who has the biggest influence on your choice of brands?