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.
FREE WEBINAR: Daniel Cobb, CEO of DBA presents Irrational Advocacy and other findings from the study of the Engagement Matrix at the annual Rock Companies/Quicken Loans marketing summit.
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:
- Consumer-brand relationships are complex, and must be mapped within a matrix of opposing emotional influencers
- Brand pride and trust are built on a weighted combination of perceived competency and character
- Brand love is the most powerful form of influence on consumer behaviors
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