{"id":6810,"date":"2026-04-10T14:56:25","date_gmt":"2026-04-10T06:56:25","guid":{"rendered":"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/"},"modified":"2026-04-10T14:56:25","modified_gmt":"2026-04-10T06:56:25","slug":"new-research-on-how-brand-associations-drive-customer-spending","status":"publish","type":"post","link":"https:\/\/moresourcing.com\/zh\/new-research-on-how-brand-associations-drive-customer-spending\/","title":{"rendered":"New Research on How Brand Associations Drive Customer Spending"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"Paragraph-module-scss-module__UwInRW__text\" data-first-paragraph=\"true\">In a recent <a href=\"https:\/\/hbr.org\/2024\/05\/why-you-should-be-tracking-customer-surplus-value\" class=\"ContentLink-module-scss-module__qKDjGa__anchor\">article<\/a>, we showed that measuring a brand\u2019s customer surplus value, or the dollar value customers feel a brand delivers, helps predict which customers will remain loyal and which are likely to churn. However, while customer surplus value provides a powerful summary of how valuable a brand is to customers, it does not explain <em>why<\/em> that value exists or how it can be increased. For chief marketing officers and brand leaders, the key question remains: What makes brands valuable?<\/p>\n<\/div>\n<p><script async=\"\" defer=\"\" crossorigin=\"anonymous\" src=\"https:\/\/connect.facebook.net\/en_US\/sdk.js#version=v19.2&amp;appId=1761258887507575&amp;xfbml=false&amp;status=true\"><\/script><\/p>\n<p>#Research #Brand #Associations #Drive #Customer #Spending<\/p>","protected":false},"excerpt":{"rendered":"<p>In a recent article, we showed that measuring a brand\u2019s customer surplus value, or the dollar value customers feel a brand delivers, helps predict which customers will remain loyal and which are likely to churn. However, while customer surplus value provides a powerful summary of how valuable a brand is to customers, it does not [&hellip;]<\/p>","protected":false},"author":1,"featured_media":6811,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-6810","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>New Research on How Brand Associations Drive Customer Spending - MORE SOURCING LTD<\/title>\n<meta name=\"description\" content=\"Research has shown that measuring customer surplus value, or now how much compensation a customer requires to forgo the brand, can help companies determine how valuable they are to their customers. But what drives that value? New research, conducted with CVS Health, found that the associations that customers spontaneously connect with a brand can help explain. In a survey of more than 9,000 shoppers\u2014at CVS and a number of their competitors\u2014researchers asked open-ended questions about the associations that come to mind when they think about a brand. They also tracked how much money these customers spent over three months. They found that the number of associations customers hold predict future spending. Each additional positive association (e.g., friendly\/helpful service, convenient locations) correlated with an 18% spending lift; each negative association drove a 12% decline. Some associations were up to five times more valuable than others. Tracking these associations can help companies prioritize what matters to their customers and what drives value.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/moresourcing.com\/zh\/new-research-on-how-brand-associations-drive-customer-spending\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Research on How Brand Associations Drive Customer Spending\" \/>\n<meta property=\"og:description\" content=\"Research has shown that measuring customer surplus value, or now how much compensation a customer requires to forgo the brand, can help companies determine how valuable they are to their customers. But what drives that value? New research, conducted with CVS Health, found that the associations that customers spontaneously connect with a brand can help explain. In a survey of more than 9,000 shoppers\u2014at CVS and a number of their competitors\u2014researchers asked open-ended questions about the associations that come to mind when they think about a brand. They also tracked how much money these customers spent over three months. They found that the number of associations customers hold predict future spending. Each additional positive association (e.g., friendly\/helpful service, convenient locations) correlated with an 18% spending lift; each negative association drove a 12% decline. Some associations were up to five times more valuable than others. Tracking these associations can help companies prioritize what matters to their customers and what drives value.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/moresourcing.com\/zh\/new-research-on-how-brand-associations-drive-customer-spending\/\" \/>\n<meta property=\"og:site_name\" content=\"MORE SOURCING LTD\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-10T06:56:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/Apr26_08_1793633699.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"MS\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u4f5c\u8005\" \/>\n\t<meta name=\"twitter:data1\" content=\"MS\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/\"},\"author\":{\"name\":\"MS\",\"@id\":\"https:\/\/moresourcing.com\/#\/schema\/person\/2c9a233f0ad18413717419291cacdf69\"},\"headline\":\"New Research on How Brand Associations Drive Customer Spending\",\"datePublished\":\"2026-04-10T06:56:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/\"},\"wordCount\":97,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/moresourcing.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/Apr26_08_1793633699.jpg\",\"articleSection\":[\"Management\"],\"inLanguage\":\"zh-Hans\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/\",\"url\":\"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/\",\"name\":\"New Research on How Brand Associations Drive Customer Spending - MORE SOURCING LTD\",\"isPartOf\":{\"@id\":\"https:\/\/moresourcing.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/moresourcing.com\/new-research-on-how-brand-associations-drive-customer-spending\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/04\/Apr26_08_1793633699.jpg\",\"datePublished\":\"2026-04-10T06:56:25+00:00\",\"description\":\"Research has shown that measuring customer surplus value, or now how much compensation a customer requires to forgo the brand, can help companies determine how valuable they are to their customers. 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