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Dimensions of Measuring Brand Loyalty
Marten van der Zee, Analyst, Netherlands, Member
Companies use different marketing strategies to cultivate , through or trials and .
In most cases you can measure brand loyalty in two dimensions:
- Behavioral (more quantitative). This can be measured through the the share of the customer category purchases related to the brand. In other words, market share at the client level.
- Emotional (more qualitative). This can be measured through statements by people who recommend the brand to their friends.
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