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Quantitative research:Brand resonance pyramid (2) (Brand judgement and…
Quantitative research:Brand resonance pyramid (2)
Brand judgement and feeling(responses)
Everything that came before hand
How consumers combine all the more specific, lower-level considerations about the brand in their minds to form different types of brand responses and evaluations
Measure what consumers think (cognition) and feel (affection) about the brand, but also what they will do (conation) as a result
For example ask customers:
Likelihood to purchase product/brand?
What are the specific circumstances of purchase exactly?
Purpose of purchase
Location of purchase
Time of purchase
Likelihood to recommend?
Brand loyalty (relationships)
2) Attitudinal attachment
Brand love and brand love scale
3) Sense of community
Unstructured Q to measure diverse set of issues and social currency
The extent to which people share brand information as part of their everyday social lives at work/home
1) Behavioral loyalty
Capture reported usage and behavioral loyalty
Ask structured Q about brand attitudes and usage
Ask structured Q about names of other brands that might be considered at time of purchase
4) Active Agreement
Extent to which consumers are willing to invest their own personal resources( time, energy and money) on the brand beyond those resources expanded during purchase or consumption of the brand, use word-of-mouth and online behavior to measure