Brand Loyalty Measurement Made Easy: A Preference-Behavior Model


  • Carl Obermiller Seattle University


A new method for assessing and interpreting brand loyalty is proposed that should be well suited for small business managers because it is easy and inexpensive to implement, the results are easy to  interpret, and it offers insights into competition that are superior to alternative approaches. The method is based on a modification of a brand switching model. Rather than two brand purchases, the measures of the new model are one brand purchase and brand preference. The resulting mixed model combines the conceptual advantages of behavioral and attitudinal approaches to brand loyalty. A matrix of the two measures can be analyzed in terms of each brand's gravity, or power to convert brand preference into sales, and focus, which relates lo its ability to attract sales from preferences for other brands. Implications  are drawn for  small business strategy.


Aaker, D. (1991). Managing brand equity. The Free Press: New York City.

Alsop, R. (l989, October 19). Brand loyalty is rarely blind loyalty. The Wall Street Journal, p. Bl.

Colombo, R. A., & Morrison, D. G. (1989). A brand switching model with implications for marketing strategies. Marketing Science, 8 (l), 89-l 06.

Day, G. S. (1 969). A two-dimensional concept of brand loyalty. Journal of Advertising Research (September), 29-35.

Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. John Wiley and Sons: New York City.

Krishnamurthi, L., & Raj, S. P. (1991). An empirical analysis of the relationship between brand loyalty and consumer price elasticity. Marketing Science, I 0 (2), 172-183.

Mellens, M., Dekimpe, M. G., & Steenkamp, J. B. (1996). A review of brand loyalty measures in marketing. Working paper #NR9516, Department of Applied Economics, Katholic University Leuven, Belgium.

Oliver, R. ( 1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44. Reichheld, F. (1 966). The loyalty effect. Boston, MA: Harvard Business School Press.

Rosenberg, L. J., & Czepiel, J. A. (l983). A marketing approach to customer retention. Journal of Consumer Marketing, 2, 45-51.







How to Cite

Brand Loyalty Measurement Made Easy: A Preference-Behavior Model. (2002). Journal of Small Business Strategy (archive Only), 13(1), 32-44.