MeseasuringSourceofBrandEquity测量品牌资产的课件

CHAPTER9:

MEASURINGSOURCESOFBRANDEQUITY:CAPURINGCUSTOMERMINDSETKevinLaneKellerTuckSchoolofBusinessDartmouthCollege1CHAPTER9:

MEASURINGSOURCESQualitativeResearchTechniquesFreeassociationWhatdoyoulikebestaboutthebrand?Whatareitspositiveaspects?Whatdoyoudislike?Whatareitsdisadvantages?Whatdoyoufinduniqueaboutthebrand?Howisitdifferentfromotherbrands?Inwhatwaysisitthesame?2QualitativeResearchTechniqueFreeAssociationsLEVI’S501Highquality,longlasting,anddurableBluedenim,shrink-to-fitcottonfabric,button-fly,two-horsepatch,andsmallredpockettagFeelingsofself-confidenceandself-assuranceComfortablefittingandrelaxingtowearHonest,classic,Contemporary,approachable,independent,anduniversalAppropriateforoutdoorworkandcasualsocialsituationsWestern,American,bluecollar,hard-working,traditional,strong,rugged,andmasculineBENEFITSATTRIBUTESSymbolicUsageImageryUserImageryBrandPersonalityFunctionalProduct-RelatedExperiential3FreeAssociationsLEVI’SHighquQualitativeResearchTechniquesProjectivetechniquesDiagnostictoolstouncoverthetrueopinionsandfeelingsofconsumerswhentheyareunwillingorotherwiseunabletoexpressthemselvesonthesematters4QualitativeResearchTechniqueProjectiveTechniquesConsumersmightfeelthatitwouldbesociallyunacceptabletoexpresstheirtruefeelingsProjectivetechniquesarediagnostictoolstouncoverthetrueopinionsandfeelingsofconsumersExamples:CompletionandinterpretationtasksComparisontasks5ProjectiveTechniquesConsumersNewapproach:ZMETZaltmanMetaphorElicitationTechnique(ZMET)ZMETis“atechniqueforelicitinginterconnectedconstructsthatinfluencethoughtandbehavior.”6Newapproach:ZMETZaltmanMetaZMETTheguidedconversationconsistsofaseriesofstepsthatincludessomeorallofthefollowing:StorytellingMissedimagesSortingtaskConstructelicitationThemostrepresentativepictureOppositeimagesSensoryimagesMentalmapSummaryimageVignette7ZMETTheguidedconversationcoBrandPersonalityandValuesBrandpersonalityreferstothehumancharacteristicsortraitsthatcanbeattributedtoabrand.TheBigFiveSincerity(down-to-earth,wholesome,andcheerful)Excitement(daring,spirited,imaginative,andup-to-date)Competence(reliable,intelligent,andsuccessful)Sophistication(upperclassandcharming)Ruggedness(outdoorsyandtough)JenniferAaker,19978BrandPersonalityandValuesBrIdentifyingKeyBrandPersonalityAssociations

BUSH KERRYCoffee Dunkin’Donuts StarbucksTechnology IBM AppleAuto Ford BMWRetail Kmart TargetFastFood McDonald’s Subway2004U.S.presidentialelection,randomsampleofundecidedvoters9IdentifyingKeyBrandPersonalExperientialMethods

Bytappingmoredirectlyintotheiractualhome,work,orshoppingbehaviors,researchersmightbeabletoelicitmoremeaningfulresponsesfromconsumers.Advocatesoftheexperientialapproachhavesentresearcherstoconsumers’homesinthemorningtoseehowtheyapproachtheirdays,givenbusinesstravelersPolaroidcamerasanddiariestocapturetheirfeelingswheninhotelrooms,andconducted“beeperstudies”inwhichparticipantsareinstructedtowritedownwhatthey’redoingwhentheyarepaged.10ExperientialMethodsBytappinQuantitativeResearchTechniquesAwarenessImageBrandresponsesBrandrelationships11QuantitativeResearchTechniquAwarenessRecognitionAbilityofconsumerstoidentifythebrand(anditselements)undervariouscircumstancesRecallAbilityofconsumerstoretrievetheactualbrandelementsfrommemoryUnaidedvs.aidedrecall12AwarenessRecognition12AwarenessCorrectionsforguessingAnyresearchmeasuremustconsidertheissueofconsumersmakingupresponsesorguessing.StrategicimplicationsTheadvantageofaidedrecallmeasuresisthattheyyieldinsightintohowbrandknowledgeisorganizedinmemoryandwhatkindofcuesorremindersmaybenecessaryforconsumerstobeabletoretrievethebrandfrommemory.Theimportantpointtonoteisthatthecategorystructurethatexistsinconsumers’minds—asreflectedbybrandrecallperformance—canhaveprofoundimplicationsforconsumerchoiceandmarketingstrategy.13AwarenessCorrectionsforguessImageAskopen-endedquestionstotapintothestrength,favorability,anduniquenessofbrandassociations.Theseassociationsshouldberatedonscalesforquantitativeanalysis.14ImageAskopen-endedquestionsBrandResponsesResearchinpsychologysuggeststhatpurchaseintentionsaremostlikelytobepredictiveofactualpurchasewhenthereiscorrespondencebetweenthetwointhefollowingcategories:PurchaseIntentionsAction(buyingforownuseortogiveasagift)Target(specifictypeofproductandbrand)Context(inwhattypeofstorebasedonwhatpricesandotherconditions)Time(withinaweek,month,oryear)15BrandResponses15BrandRelationshipsBehavioralloyaltyBrandsubstitutabilityOtherbrandresonancedimensionsForexample,intermsofengagement,measurescouldexploreword-of-mouthbehavior,onlinebehavior,andsoforthindepth16BrandRelationshipsBehavioralComprehensiveModelsof

Customer-BasedBrandEquityBranddynamicsEquityenginesYoung&Rubicam’sBrandAssetValuator(BAV)17ComprehensiveModelsof

CustoBrandDynamicsTheBrandDynamicsmodeladoptsahierarchicalapproachtodeterminethestrengthofrelationshipaconsumerhaswithabrand.Thefivelevelsofthemodelare:PresenceRelevancePerformanceAdvantageBonding18BrandDynamicsTheBrandDynamiEquityEnginesThismodeldelineatesthreekeydimensionsofbrandaffinity—theemotionalandintangiblebenefitsofabrand—asfollows:Authority:Thereputationofabrand,whetherasalong-standingleaderorasapioneerininnovationIdentification:TheclosenesscustomersfeelforabrandandhowwelltheyfeelthebrandmatchestheirpersonalneedsApproval:Thewayabrandfitsintothewidersocialmatrixandtheintangiblestatusitholdsforexpertsandfriends19EquityEnginesThismodeldelinYoung&Rubicam’sBrandAssetValuator(BAV)TherearefivekeycomponentsofbrandhealthinBAV—thefivepillars.Eachpillarisderivedfromvariousmeasuresthatrelatetodifferentaspectsofconsumers’brandperceptionsandthattogethertracetheprogressionofabrand’sdevelopment.DifferentiationEnergyRelevanceEsteemKnowledge20Young&Rubicam’sBrandAsset240,000+consumersUpto181categories137studies40countries8years56differentbrandmetricsCommonmethodologyBrandAsset®Valuator(BAV)21240,000+consumersBrandAsset®FourPrimaryAspects

HowBrandsAreBuiltKnowledge

Theculminationofbrandbuildingefforts;acquisitionofconsumerexperienceEsteem

Consumerrespect,regard,reputation;afulfillmentofperceivedconsumerpromiseRelevance

RelatestousageandsubsumesthefivePsofmarketing;relatestosaleDifferentiation

Thebasisforconsumerchoice;theessenceofthebrand,sourceofmargin22FourPrimaryAspectsHowBrandRoom

togrow...Brandhaspowertobuildrelevance.D>R0102030405060708090100DifferentiationRelevanceHealthyBrandsHaveGreaterDifferentiationthanRelevanceExamples:

HarleyDavidsonYahoo!AOLWilliams-SonomaIkeaBloombergBusinessNews23Roomtogrow...D>R01020304R>D0102030405060708090100DifferentiationRelevanceUniquenesshasfaded;pricebecomesdominantreasontobuy.BrandswithgreaterRelevancethanDifferentiationAreinDangerofBecomingCommodities

Examples:

ExxonMott’sMcDonald’sCrestMinuteMaidFruitoftheLoomPeterPan(peanutbutter)24R>D0102030405060708090100DifE>K0102030405060708090100EsteemKnowledgeBrandisbetterlikedthanknown.MoreEsteemthanKnowledgeMeans,“I’dliketogettoknowyoubetter”Examples:

CoachleatherwearTagHeuerCalphalonMovadoBlaupunktPellaWindowsPalmPilotTechnics25E>K0102030405060708090100EstK>E0102030405060708090100EsteemKnowledgeBrandisbetterknownthanliked.TooMuchKnowledgeCanBeDangerous:

“Iknowyouandyou’renothingspecial”

Examples:

PlymouthTVGuideSpamWoolworthsChryslerMaxwellHouseNationalEnquirerSanka26K>E0102030405060708090100EstBrandAsset®ValuatorLeadingBrandStrengthDifferentiationRelevanceLaggingBrandStatureEsteemKnowledgeATwo-DimensionalFrameworkforDiagnosingBrands:ThePowerGrid27BrandAsset®ValuatorLeadingBraPowerLeadersNewNiche/UnrealizedPotentialDecliningLeadersUnfocusedBRANDSTRENGTH(DifferentiationandRelevance)BRANDSTATURE(EsteemandKnowledge)ErodedBrandHealthIsCapturedonthePowerGridBase:USATotalAdultsBAV200028PowerLeadersNewNiche/DeclininBRANDSTATUREBRANDSTRENGTHBase:USATotalAdultsBAV1999020406080100020406080100PlymouthBazookaIvorySnowPertRolaidsKedsHowardJohnsonTWAGreyhoundArizonaIcedTeaAeropostaleNewman’sOwnSundanceChannelDreamWorksBloombergBusinessNewsCDnowIKEACoca-ColaOceanSprayNikePepperidgeFarmM&MsDisneyJeopardy!HallmarkSanPellegrinoSunMicrosystemsWiredQuestTelecommNokiaiVNetGrocerIridiumUSA1999PowerGridSample29BRANDSTATUREBRANDSTRENGTHBas

Y&RResonanceResearch

Usage

Loyalty(60%)

Attachment(30%)

Community

Engagement

ResonanceACE

(10%)

15%Base:2001BAVData30Y&RResonanceResearch

Usage

050100050100BrandStatureBrandStrengthAttachedLoyalCommunityResonanceEngagedNon-LoyalsResonanceEngagedCommunityAttachedLoyalUsersNon-LoyalUsersBase:BAVUSAAdults2001DifferentiationY&RResonanceResearchwithBAV31050100050100BrandStatureBrandAverageU.S.PackagedGoodsBrandProportionofConsumersConsumerLoyalty7%Bonded32%Advantage35%Performance43%Relevance76%Presence38%19%17%13%20%32AverageU.S.PackagedGoodsBrCommonaltyBetweentheBasicBAVModelandtheCBBEFrameworkBAV’sknowledgerelatestoCBBE’sbrandawarenessandfamiliarity.BAV’sesteemrelatestoCBBE’sfavorabilityofbrandassociations.BAV’srelevancerelatestoCBBE’sstrengthofbrandassociations(aswellasperhapsfavorability).BAV’senergyrelatestoCBBE’sfavorabilityofassociations.BAV’sdifferentiationrelatestoCBBE’suniquenessofbrandassociations.33CommonaltyBetweentheBasicB加强做责任心，责任到人，责任到位才是长久的发展。12月-2212月-22Monday,December26,2022人生得意须尽欢，莫使金樽空对月。12:46:4312:46:4312:4612/26/202212:46:43PM安全象只弓，不拉它就松，要想保安全，常把弓弦绷。12月-2212:46:4312:46Dec-2226-Dec-22重于泰山，轻于鸿毛。12:46:4312:46:4312:46Monday,December26,2022安全在于心细，事故出在麻痹。12月-2212月-2212:46:4312:46:43December26,2022加强自身建设，增强个人的休养。2022年12月26日12:46下午12月-2212月-22追求至善凭技术开拓市场，凭管理增创效益，凭服务树立形象。26十二月202212:46:43下午12:46:4312月-22专业精神和专业素养，进一步提升离退休工作的质量和水平。十二月2212:46下午12月-2212:46December26,2022时间是人类发展的空间。2022/12/2612:46:4312:46:4326December2022科学，你是国力的灵魂；同时又是社会发展的标志。12:46:43下午12:46下午12:46:4312月-22每天都是美好的一天，新的一天开启。12月-2212月-2212:4612:46:4312:46:43Dec-22人生不是自发的自我发展，而是一长串机缘。事件和决定，这些机缘、事件和决定在它们实现的当时是取决于我们的意志的。2022/12/2612:46:43Monday,December26,2022感情上的亲密，发展友谊；钱财上的亲密，破坏友谊。12月-222022/12/2612:46:4312月-22谢谢大家！加强做责任心，责任到人，责任到位才是长久的发展。12月-22加强做责任心，责任到人，责任到位才是长久的发展。12月-2212月-22Monday,December26,2022人生得意须尽欢，莫使金樽空对月。12:46:4312:46:4312:4612/26/202212:46:43PM安全象只弓，不拉它就松，要想保安全，常把弓弦绷。12月-2212:46:4312:46Dec-2226-Dec-22重于泰山，轻于鸿毛。12:46:4312:46:4312:46Monday,December26,2022安全在于心细，事故出在麻痹。12月-2212月-2212:46:4312:46:43December26,2022加强自身建设，增强个人的休养。2022年12月26日12:46下午12月-2212月-22追求至善凭技术开拓市场，凭管理增创效益，凭服务树立形象。26十二月202212:46:43下午12:46:4312月-22专业精神和专业素养，进一步提升离退休工作的质量和水平。十二月2212:46下午12月-2212:46December26,2022时间是人类发展的空间。2022/12/2612:46:4312:46:4326December2022科学，你是国力的灵魂；同时又是社会发展的标志。12:46:43下午12:46下午12:46:4312月-22每天都是美好的一天，新的一天开启。12月-2212月-2212:4612:46:4312:46:43Dec-22人生不是自发的自我发展，而是一长串机缘。事件和决定，这些机缘、事件和决定在它们实现的当时是取决于我们的意志的。2022/12/2612:46:43Monday,December26,2022感情上的亲密，发展友谊；钱财上的亲密，破坏友谊。12月-222022/12/2612:46:4312月-22谢谢大家！加强做责任心，责任到人，责任到位才是长久的发展。12月-22CHAPTER9:

MEASURINGSOURCESOFBRANDEQUITY:CAPURINGCUSTOMERMINDSETKevinLaneKellerTuckSchoolofBusinessDartmouthCollege36CHAPTER9:

MEASURINGSOURCESQualitativeResearchTechniquesFreeassociationWhatdoyoulikebestaboutthebrand?Whatareitspositiveaspects?Whatdoyoudislike?Whatareitsdisadvantages?Whatdoyoufinduniqueaboutthebrand?Howisitdifferentfromotherbrands?Inwhatwaysisitthesame?37QualitativeResearchTechniqueFreeAssociationsLEVI’S501Highquality,longlasting,anddurableBluedenim,shrink-to-fitcottonfabric,button-fly,two-horsepatch,andsmallredpockettagFeelingsofself-confidenceandself-assuranceComfortablefittingandrelaxingtowearHonest,classic,Contemporary,approachable,independent,anduniversalAppropriateforoutdoorworkandcasualsocialsituationsWestern,American,bluecollar,hard-working,traditional,strong,rugged,andmasculineBENEFITSATTRIBUTESSymbolicUsageImageryUserImageryBrandPersonalityFunctionalProduct-RelatedExperiential38FreeAssociationsLEVI’SHighquQualitativeResearchTechniquesProjectivetechniquesDiagnostictoolstouncoverthetrueopinionsandfeelingsofconsumerswhentheyareunwillingorotherwiseunabletoexpressthemselvesonthesematters39QualitativeResearchTechniqueProjectiveTechniquesConsumersmightfeelthatitwouldbesociallyunacceptabletoexpresstheirtruefeelingsProjectivetechniquesarediagnostictoolstouncoverthetrueopinionsandfeelingsofconsumersExamples:CompletionandinterpretationtasksComparisontasks40ProjectiveTechniquesConsumersNewapproach:ZMETZaltmanMetaphorElicitationTechnique(ZMET)ZMETis“atechniqueforelicitinginterconnectedconstructsthatinfluencethoughtandbehavior.”41Newapproach:ZMETZaltmanMetaZMETTheguidedconversationconsistsofaseriesofstepsthatincludessomeorallofthefollowing:StorytellingMissedimagesSortingtaskConstructelicitationThemostrepresentativepictureOppositeimagesSensoryimagesMentalmapSummaryimageVignette42ZMETTheguidedconversationcoBrandPersonalityandValuesBrandpersonalityreferstothehumancharacteristicsortraitsthatcanbeattributedtoabrand.TheBigFiveSincerity(down-to-earth,wholesome,andcheerful)Excitement(daring,spirited,imaginative,andup-to-date)Competence(reliable,intelligent,andsuccessful)Sophistication(upperclassandcharming)Ruggedness(outdoorsyandtough)JenniferAaker,199743BrandPersonalityandValuesBrIdentifyingKeyBrandPersonalityAssociations

BUSH KERRYCoffee Dunkin’Donuts StarbucksTechnology IBM AppleAuto Ford BMWRetail Kmart TargetFastFood McDonald’s Subway2004U.S.presidentialelection,randomsampleofundecidedvoters44IdentifyingKeyBrandPersonalExperientialMethods

Bytappingmoredirectlyintotheiractualhome,work,orshoppingbehaviors,researchersmightbeabletoelicitmoremeaningfulresponsesfromconsumers.Advocatesoftheexperientialapproachhavesentresearcherstoconsumers’homesinthemorningtoseehowtheyapproachtheirdays,givenbusinesstravelersPolaroidcamerasanddiariestocapturetheirfeelingswheninhotelrooms,andconducted“beeperstudies”inwhichparticipantsareinstructedtowritedownwhatthey’redoingwhentheyarepaged.45ExperientialMethodsBytappinQuantitativeResearchTechniquesAwarenessImageBrandresponsesBrandrelationships46QuantitativeResearchTechniquAwarenessRecognitionAbilityofconsumerstoidentifythebrand(anditselements)undervariouscircumstancesRecallAbilityofconsumerstoretrievetheactualbrandelementsfrommemoryUnaidedvs.aidedrecall47AwarenessRecognition12AwarenessCorrectionsforguessingAnyresearchmeasuremustconsidertheissueofconsumersmakingupresponsesorguessing.StrategicimplicationsTheadvantageofaidedrecallmeasuresisthattheyyieldinsightintohowbrandknowledgeisorganizedinmemoryandwhatkindofcuesorremindersmaybenecessaryforconsumerstobeabletoretrievethebrandfrommemory.Theimportantpointtonoteisthatthecategorystructurethatexistsinconsumers’minds—asreflectedbybrandrecallperformance—canhaveprofoundimplicationsforconsumerchoiceandmarketingstrategy.48AwarenessCorrectionsforguessImageAskopen-endedquestionstotapintothestrength,favorability,anduniquenessofbrandassociations.Theseassociationsshouldberatedonscalesforquantitativeanalysis.49ImageAskopen-endedquestionsBrandResponsesResearchinpsychologysuggeststhatpurchaseintentionsaremostlikelytobepredictiveofactualpurchasewhenthereiscorrespondencebetweenthetwointhefollowingcategories:PurchaseIntentionsAction(buyingforownuseortogiveasagift)Target(specifictypeofproductandbrand)Context(inwhattypeofstorebasedonwhatpricesandotherconditions)Time(withinaweek,month,oryear)50BrandResponses15BrandRelationshipsBehavioralloyaltyBrandsubstitutabilityOtherbrandresonancedimensionsForexample,intermsofengagement,measurescouldexploreword-of-mouthbehavior,onlinebehavior,andsoforthindepth51BrandRelationshipsBehavioralComprehensiveModelsof

Customer-BasedBrandEquityBranddynamicsEquityenginesYoung&Rubicam’sBrandAssetValuator(BAV)52ComprehensiveModelsof

CustoBrandDynamicsTheBrandDynamicsmodeladoptsahierarchicalapproachtodeterminethestrengthofrelationshipaconsumerhaswithabrand.Thefivelevelsofthemodelare:PresenceRelevancePerformanceAdvantageBonding53BrandDynamicsTheBrandDynamiEquityEnginesThismodeldelineatesthreekeydimensionsofbrandaffinity—theemotionalandintangiblebenefitsofabrand—asfollows:Authority:Thereputationofabrand,whetherasalong-standingleaderorasapioneerininnovationIdentification:TheclosenesscustomersfeelforabrandandhowwelltheyfeelthebrandmatchestheirpersonalneedsApproval:Thewayabrandfitsintothewidersocialmatrixandtheintangiblestatusitholdsforexpertsandfriends54EquityEnginesThismodeldelinYoung&Rubicam’sBrandAssetValuator(BAV)TherearefivekeycomponentsofbrandhealthinBAV—thefivepillars.Eachpillarisderivedfromvariousmeasuresthatrelatetodifferentaspectsofconsumers’brandperceptionsandthattogethertracetheprogressionofabrand’sdevelopment.DifferentiationEnergyRelevanceEsteemKnowledge55Young&Rubicam’sBrandAsset240,000+consumersUpto181categories137studies40countries8years56differentbrandmetricsCommonmethodologyBrandAsset®Valuator(BAV)56240,000+consumersBrandAsset®FourPrimaryAspects

HowBrandsAreBuiltKnowledge

Theculminationofbrandbuildingefforts;acquisitionofconsumerexperienceEsteem

Consumerrespect,regard,reputation;afulfillmentofperceivedconsumerpromiseRelevance

RelatestousageandsubsumesthefivePsofmarketing;relatestosaleDifferentiation

Thebasisforconsumerchoice;theessenceofthebrand,sourceofmargin57FourPrimaryAspectsHowBrandRoom

togrow...Brandhaspowertobuildrelevance.D>R0102030405060708090100DifferentiationRelevanceHealthyBrandsHaveGreaterDifferentiationthanRelevanceExamples:

HarleyDavidsonYahoo!AOLWilliams-SonomaIkeaBloombergBusinessNews58Roomtogrow...D>R01020304R>D0102030405060708090100DifferentiationRelevanceUniquenesshasfaded;pricebecomesdominantreasontobuy.BrandswithgreaterRelevancethanDifferentiationAreinDangerofBecomingCommodities

Examples:

ExxonMott’sMcDonald’sCrestMinuteMaidFruitoftheLoomPeterPan(peanutbutter)59R>D0102030405060708090100DifE>K0102030405060708090100EsteemKnowledgeBrandisbetterlikedthanknown.MoreEsteemthanKnowledgeMeans,“I’dliketogettoknowyoubetter”Examples:

CoachleatherwearTagHeuerCalphalonMovadoBlaupunktPellaWindowsPalmPilotTechnics60E>K0102030405060708090100EstK>E0102030405060708090100EsteemKnowledgeBrandisbetterknownthanliked.TooMuchKnowledgeCanBeDangerous:

“Iknowyouandyou’renothingspecial”

Examples:

PlymouthTVGuideSpamWoolworthsChryslerMaxwellHouseNationalEnquirerSanka61K>E0102030405060708090100EstBrandAsset®ValuatorLeadingBrandStrengthDifferentiationRelevanceLaggingBrandStatureEsteemKnowledgeATwo-DimensionalFrameworkforDiagnosingBrands:ThePowerGrid62BrandAsset®ValuatorLeadingBraPowerLeadersNewNiche/UnrealizedPotentialDecliningLeadersUnfocusedBRANDSTRENGTH(DifferentiationandRelevance)BRANDSTATURE(EsteemandKnowledge)ErodedBrandHealthIsCapturedonthePowerGridBase:USATotalAdultsBAV200063PowerLeadersNewNiche/DeclininBRANDSTATUREBRANDSTRENGTHBase:USATotalAdultsBAV1999020406080100020406080100PlymouthBazookaIvorySnowPertRolaidsKedsHowardJohnsonTWAGreyhoundArizonaIcedTeaAeropostaleNewman’sOwnSundanceChannelDreamWorksBloombergBusinessNewsCDnowIKEACoca-ColaOceanSprayNikePepperidgeFarmM&MsDisneyJeopardy!HallmarkSanPellegrinoSunMicrosystemsWiredQuestTelecommNokiaiVNetGrocerIridiumUSA1999PowerGridSample64BRANDSTATUREBRANDSTRENGTHBas

Y&RResonanceResearch

Usage

Loyalty(60%)

Attachment(30%)

Community

Engagement

ResonanceACE

(10%)

15%Base:2001BAVData65Y&RResonanceResearch

Usage

050100050100BrandStatureBrandStrengthAttachedLoyalCommunityResonanceEngagedNon-LoyalsResonanceEngagedCommunityAttachedLoyalUsersNon-LoyalUsersBase:BAVUSAAdults2001DifferentiationY&RResonanceResearc