In an era of endless options and shifting consumer expectations, it’s more important than ever for brands to understand what drives people to buy. While price and quality certainly factor in, new research from MarketCast reveals something even more powerful: the brand itself.
According to MarketCast’s third annual Brand Fandom Report, which surveyed more than 10,000 U.S. adults across 160+ brands and 21 brand categories, brand equity is the single biggest driver of purchase behavior. In fact, it accounts for 52% of what motivates consumers to choose one product over another—more than price, emotional appeal, and product features.
Beyond the Brand: Price and Features
While these attributes may have less individual influence on purchase decisions compared to brand strength, they can have a powerful collective impact, especially for challenger brands looking to break into new markets and take on legacy players.
How Gen Z and Millennials Buy In
That said, brand fandom doesn’t look the same across generations. Gen X and Boomers tend to rely on brands they’ve known and trusted for years. Younger generations, not so much.
Gen Z and Millennials are more likely to be influenced by emotional and functional factors, and they place greater trust in influencers and celebrity endorsements than their parents do. For them, it’s not just about liking a brand—it’s about how that brand aligns their identity and lifestyle.
The takeaway? Brand still matters. But to win with the next generation of consumers and build lasting fandom, brands must go beyond legacy trust and recognition. They need to show up where it counts, deliver price and value, and connect on a deeper, more personal level.
Looking for more fandom? Get in touch to learn more about our study or to get a copy of the MarketCast 2025 Brand Fandom Report.