A new study by Adobe Express has revealed the key factors that influence UK consumers when deciding whether to support a brand.

The findings show that quality and reliability are most important, with 73% of consumers citing these as the main reasons for their loyalty.

Some 62% of respondents reported having had negative experiences with brands and 52% of consumers identified excessive emails and notifications as their biggest annoyance.

Additionally, 93% of respondents said they would stop buying from a brand if they received poor products or services.

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Bad customer service (66%) and a lack of discounts or loyalty rewards (45%) join other frustrations, such as slow delivery times, unfamiliarity with the brand and a lack of shared values.

The Adobe study finds that positive online reviews or recommendations influence 33% of consumers, while brand reputation or legacy matters to 28%. Ethical values such as sustainability and fair trade practices are significant for just 18% of consumers.