July 19 - 22, 2023
Despite supply chain challenges that have left dealers with low supply and frustrated prospective buyers, the automotive industry continues to hold straight with the number two spot in brand intimacy.
The auto industry’s “can’t live without” measure, based on a 10-point scale that determines how essential a brand is to …
Would love to see any research showing the validity and value to a business of "brand intimacy" and how "Covoid has intensified our emotional connection to automotive brands". Seems this concept, if it has any value, may be more about product categories (automobiles have often been considered a way owners express their self image) than specific brands.
The use of novel research like this may be a distaction from the pursuit of more helpful and practical research.