8 DIMENSIONS OF BRAND ADVOCACY:
THE ENGAGEMENT MATRIX

UPDATE YOUR DASHBOARDS TO TRACK EMOTIONAL INTELLIGENCE

The power of emotional engagement

It’s time for a new measurement of engagement. Preference does not indicate consumer satisfaction or brand love. Net promoter scores are helpful, but we need a better predictive model for what causes brand advocacy. 

A NEW MODEL EMERGES

Multi-dimensional emotions of consumer-brand relationships such as amazement, pride, loyalty and trust must be better understood. 

Our analytics model represents a multi-year, multi-study journey of mapping a unified theory of brand-consumer relationships. The Brand Engagement MatrixSM has been designed to quantify emotional intelligence insights to understand the complex influence emotions have on consumer advocacy and decision making.

KEY FINDINGS: 

  1. Consumer-brand relationships are complex, and must be mapped within a matrix of opposing emotional influencers
  2. Brand pride and trust are built on a weighted combination of perceived Competency and Character
  3.  Brand love is the most powerful form of influence on consumer behavior

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