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brand affinity

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Definition: Brand affinity is a metric that lets market researchers make predictions about how a consumer will behave. Brand affinity also adds a layer of information that is helpful when differentiating among consumers in order to accomplish market segmentation.

What does it look like when a customer demonstrates brand affinity? Some of the indicators are: A likelihood that they will stick with a brand or a company; a high probability that they will purchase the brand or other brands from the mix offered by a particular company given a free choice situaton; a good chance that they will make referrals to the company or brand they enjoy; and they tend to describe high levels of overall customer satisfaction with regard to a particular brand, service, or company.

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