Dimensions of Measuring Brand Loyalty

Brand Loyalty
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Marten van der Zee
Analyst, Netherlands

Dimensions of Measuring Brand Loyalty

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. 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.
  2. Emotional (more qualitative). This can be measured through statements by people who recommend the brand to their friends.

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