WARC takes a look at our Brand Fatigue research that found that people in emerging markets are far more likely to consider a brand a "friend" than those in more established markets (such as the US, UK and Japan.)
MediaPost writes on our research into brand fatigue and the difference in how consumers in emerging markets look on brands versus those in more established markets.
Kevin McNulty (President, International Markets) writes on MediaPost about our recent brand fatigue research.
Momentum's research into brand fatigue in emerging and long-established markets revealed interesting data about how people connect with and feel about the brands they see.
Momentum's own research reveals that people in countries with long-established consumer spending power – Japan, the UK and the USA – feel less connected with brands than those in emerging markets and that affection for brands is growing colder among Millennial generation.