Least engaging brands in the U.S. 2016

The statistic illustrates the least engaging brands in the United States in 2016. Among the respondents surveyed, Volkswagen was considered to be the least engaging.

Least engaging brands in the United States in 2016

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Release date

May 2016


United States

Survey time period


Number of respondents

42,792 consumers

Age group

18-65 years

Supplementary notes

Brand Keys 2016 Customer Loyalty Index surveyed consumers from nine US Census Regions, self-selected categories in which they are consumers, and the brands for which they are consumers. 70 percent were interviewed by phone, 25 percent via face-to-face interviews and five percent online. The percentages indicate the the degree to which a brand met expectations versus a consumer-generated, category-specific ideal of 100 percent.

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