Customer Brand Commitment and Loyalty

What it measures

Measures the strength of a customer's emotional and behavioural bond with a company, brand, store, or website. Items tap loyalty, commitment, pride, and the anticipated disappointment of losing access. The general wording allows easy adaptation across diverse business entities. Initially derived from items in the J.D. Power North American Hotel Guest Satisfaction study.

Representative items

• I feel loyal to _____.
• If I were unable to be a customer of _____ I would be disappointed.
• I am committed to _____.
• I am proud to be a customer of _____.

Citation

Wilson, A.E., Giebelhausen, M.D., & Brady, M.K. (2017). Negative word of mouth can be a positive for consumers connected to the brand. Journal of the Academy of Marketing Science, 45(4), 534–547.