Science

Fast-food brands may build loyalty through emotional experiences, not service alone

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Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 22/09/2026, 02:40:11 UTC.

Briefings

A 2026 study published in the International Journal of Internet Marketing and Advertising analyzed over 800 fast-food customers in Peru to determine factors influencing brand loyalty. The research found that while product and service satisfaction drive loyalty, emotional experiences play a significant role. The findings suggest that emotional engagement is a critical driver for loyalty in emerging markets, potentially influencing strategies for fast-food brands operating in similar contexts.

Key points

• The study analyzed over 800 fast-food customers in Peru to identify factors influencing brand loyalty.
• Emotional experiences were found to be a significant driver of loyalty alongside product satisfaction.

Context and limitations

The study was conducted in Peru and may not apply to fast-food brands in other emerging markets due to potential cultural or regional differences.

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