A survey of 2,141 adults by the Guardian newspaper found that 67% were able to identify a brand which engendered this emotion.
However, it also reported that more than 600 brands were name-checked by participants, who were not presented with a list of potential answers, but gave unprompted replies.
Retailers led the way, with department store group John Lewis on 8%. High-street chain Marks & Spencer and online pure-play Amazon came next on 6% apiece.
They were ahead of supermarket group Tesco on 5%, a score it shared with financial services-to-retail group the Co-operative and electronics pioneer Apple.
Read the full article by Warc here.