April 2-3, 2019

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Emotional Connections and Brand Disruption

Room 2 | 5:00-5:30 | Tuesday, April 2, 2019

This research project seeks to use survey data to better understand how non-traditional brand relationship metrics (emotional connections) relate to traditional brand measures, business outcomes and consumer responses to brand disruptions. Further, the analysis will compare results for two different consumer businesses – banks and retailers – to explore the similarities and differences between these industries.

Specifically, it seeks to answer the following questions:

  1. Can one or more emotional connection metric for retail brands be developed to correlate with relationship measures, such as overall satisfaction and NPS?
  2. Which metrics also correlate with tangible business outcomes?
  3. Do any of these metrics have a meaningful impact on the outcomes of events that can impact brand relationships with consumers?
  4. Does the nature of an emotional connection mitigate or exaggerate the impact of different types of brand disruptions?

Presentation type:

  • Research Report

Subjects covered:

  • Predictive analytics
  • Customer experience
  • Industry trends – future of marketing research
  • Emotional measurement (neuroscience/eye-tracking)
  • New techniques – qualitative and quantitative


Attendees will leave this presentation with a better understanding of:

  1. The relative importance of including non-traditional metrics in brand measurement surveys.
  2. The relationship between brand measures and business outcomes.
  3. The impact of different types of emotional connections to brands.


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