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Triggers of attachment to the favorite brand in a target group comparison
The survey breaks down how brand attachment is triggered across Heavy Users, Sports-brand loyals and Commerce-affine — from product trial to social media.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
06/02/2026 - 06/03/2026
Survey country
Survey country
Germany
Sample
Sample
n=736 people interested in sports (top 2 on 4-point scale) with a personal favorite brand, of which n=310 (heavy users), n=652 (sports-brand loyals) and n=506 (commerce-affine)
Question
Question
What triggered your connection to your favorite brand? (multiple answers possible; aided answers)