New Research on How Brand Associations Drive Customer Spending.

The article focuses on new research conducted with CVS Health that demonstrates how authentic brand associations—spontaneous consumer impressions of a brand—drive customer surplus value and predict future customer spending behavior. By analyzing open-ended customer responses and linking these associations to both perceived brand value and actual spending data, the study found that positive associations (e.g., “friendly staff,” “convenient locations”) correlate with increased spending, while negative associations lead to declines. Customer surplus value, which quantifies the dollar value customers place on a brand through trade-off surveys, serves as a practical metric to predict loyalty and spending even without detailed transaction data. CVS Pharmacy has integrated these insights into its brand tracking to better understand and enhance the economic impact of customer perceptions. [Extracted from the article]