Branding

by Jeff Sauro, PhD | April 3, 2018

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How to Assess Brand Affinity & Sentiment

By Jeff Sauro, PhD . April 3, 2018 . Tags: Metrics, Branding, UX

UX metrics are a mix of attitude (what people think) and actions (what people do). To fully measure the user experience, you need to measure both. UX metrics are influenced by more than an interface. Users have preconceived notions about companies and this affects both how they think and what they do when they interact with a brand—either in a store or online. Brand attitudes

By Jeff Sauro, PhD . June 16, 2015 . Tags: Branding, Survey

There's more to measuring a brand than just asking if people like it. Customers generally progress through stages when forming relationships with brands. This is often called the hierarchy of effects. While different models describe the hierarchy of effects, in general, customers go from familiarity to consideration and finally to long-term usage and loyalty. Customers' attitudes toward a brand help explain buying habits, loyalty and