Measuring Brand Loyalty
Marten van der Zee, Student (University), Netherlands, Premium Member
Companies use different marketing strategies to cultivate loyal customers, through loyalty programs or trials and incentives.
In most cases you can measure brand loyalty in two dimensions:
1. Behavioural component, that could be measured through the customer share: the share of the customer category purchases that is related to the brand. In other words, market share at the client level.
2. Emotional component, that can be measured through statements by people who recommend the brand to their friends....