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?

Likelihood to recommend?

Purpose of purchase

Location of purchase

Time of purchase

Brand loyalty (relationships)

2) Attitudinal attachment

3) Sense of community

1) Behavioral loyalty

4) Active Agreement

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

Brand love and brand love scale

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

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