Learn About Conducting Brand Loyalty Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Drawing more useful insights from social media data

Using a study of chocolate brands, the author explores the ways consumer comments on social media can complement marketing and advertising programs.

Use research to make sure your product's positioning is solid, relevant

Boehringer Ingelheim’s director of marketing research on why you shouldn’t launch a product until you get the positioning right.

Rethinking the customer experience - part II

In part two of a two-part article, Danica Allen further explores a new approach to viewing the consumer experience and its relationship to customer satisfaction.

Could you be the next 'challenge brand'?

The author offers a quick profile of the Southwest Airline brand and how its unique qualities have helped to set it apart - and ahead - of its competition.

Familiarity breeds contempt? A study of positive bias in online communities

Many researchers are concerned that ongoing, long-term interaction between consumers and brands causes heightened brand awareness and affinity among an engaged and informed sample. This article addresses whether engagement leads to positive bias, based on research from Communispace.

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Related Articles

There are 70 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Evolving customer satisfaction through brand authenticity

If the goal is to deliver an authentic brand experience, rather than measuring the customer experience based solely on internal organizational metrics and procedures, firms must also understand how customers perceive it. The authors use case studies to examine what happens when brands do and do not align with customer perceptions and expectations.

What's hot and what's not in Euro-Asia

A study of corporate and brand images across several Eastern European and neighboring countries shows that while Western products have made significant inroads, there is still a strong sense of nationalism that can drive success for regional and local brands.

Strong sense of corporate identity key to marketing success, research says

Without knowing what that center of gravity is, marketing strategy is subject to changing customer attitudes and shifting management priorities. For a company to succeed in marketing its brand, it must first have a strong sense of identity as its foundation. Identity first - brand will follow.

2008's new products fail to register

Creating loyalty on the Web

Brands have grown in importance over the decades. This article discusses brands and branding, including defining brand equity, measuring e-brand equity, and an example.

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