Americans more loyal to brands, country than company

Thu Apr 29, 2010 3:46pm EDT
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By Walden Siew

NEW YORK (Reuters Life!) - Americans are more loyal to their favorite soft drink, television show or car brand than they are to their employer, according to a joint Reuters/Ipsos poll.

But they are most committed to their country, followed by their family and their doctor.

"The most surprising thing was that country, which is more abstract, was No. 1, ahead of your family or spouse," said Timothy Keininghan, the author of the poll and a co-author of the book, "Why Loyalty Matters."

"There's a general belief that the government is broken, and people want to fix it," he said.

Seventy percent of Americans questioned in the survey said they are more loyal to their country now than they were two years ago.

Companies did not fare well when it comes to allegiance. Most Americans said they are more committed to their favorite soft drink than the company they work for.

Keiningham said the findings may reflect the impact the U.S. recession and Wall Street banking crisis has had on broader U.S. sentiment.

The poll by market research company Ipsos showed that the majority of Americans do not believe that companies are doing a good job rewarding loyal employees or customers.   Continued...

<p>A Coca-Cola bottle is seen with other beverages in New York June 23, 2008. REUTERS/Shannon Stapleton</p>