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.

The Net Promoter Score debate and the meaning of customer loyalty

The author, a Net Promoter Score (NPS) skeptic, argues that NPS isn't an accurate measure of or predictor of loyalty. Rather than relying on one metric, firms should use a number of loyalty questions to ensure that at-risk customers are identified.

Insights and implications for packaging research

Drawing from real-world successes and failures, this article argues that on the shelf and in the home are two proving grounds for innovative packaging designs and explores how research can help enhance the odds of victory.

In search of niche markets

Specialty online panels offer researchers a way to talk to hard-to-find or specialized audiences. Tips are provided for building panels and various panel groups (hobby-focused, medical, new mothers, etc.) are discussed.

Data Use: A new approach for profiling brands and analyzing competitive information

The author lays out ways to avoid some of the problems that accompany reliance on indices to develop brand profiles.

Data Use: Seeing beyond the brand halo

The author shows how a closer look at some brand data can reveal helpful findings that would have otherwise gone unnoticed.

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