What is brand loyalty?

Brand Loyalty Test


The Loyalty Test is created by customer loyalty expert Chris Malone and social psychologist Susan Fiske. Having evaluated over 45 companies across 10 separate studies, including Johnson & Johnson, Zappos and Amazon, Malone and Fiske show that we relate to companies, brands, and even inanimate products in the same way that we naturally perceive, judge, and behave toward one another. In short: we make two specific kinds of quick judgments: What are the intentions of other people/companies toward me? And how capable are they of carrying out those intentions?

The Loyalty Test is a quick, five question survey about a particular celebrity, company or brand that shows how your views, or those of your friends or customers, compare to our national research results. You can also create a free Loyalty Test for your own brand.

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