手法を比較

	顧客ロイヤルティ尺度	ブランドエクイティ尺度
分野	マーケティング・マネジメント	マーケティング・マネジメント
系統	Process / pipeline	Process / pipeline
提唱年	1994	1991
提唱者	Alan S. Dick, Kunal Basu	David A. Aaker, Boonghee Yoo, Naveen Donthu, Sungho Lee
種類	Multi-dimensional behavioral and attitudinal loyalty scale	Multi-dimensional brand equity scale
原典	Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.	Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press. ISBN: 978-0029001851
別名	Behavioral Loyalty Scale, Loyalty Commitment Scale	Customer-Based Brand Equity, Brand Perception Scale
関連	4	3
概要	The Customer Loyalty Scale (CLS) measures customer loyalty as a combination of attitudinal commitment and behavioral intention. Developed by Dick and Basu (1994), the scale distinguishes between behavioral loyalty (repeat purchases) and attitudinal loyalty (emotional commitment), recognizing that true loyalty involves both. CLS captures multiple dimensions of loyalty including repurchase intention, word-of-mouth advocacy, and resistance to competitive offerings. The instrument is widely used in marketing research to predict customer lifetime value and identify at-risk customers.	The Brand Equity Scale (BES) measures customer-based brand equity through perceived quality, brand loyalty, brand associations, and brand awareness. Developed by Yoo, Donthu, and Lee (2000), building on Aaker's foundational brand equity framework (1991), the BES operationalizes brand equity as the differential effect of brand knowledge on consumer response to marketing activities. The scale enables organizations to quantify the value customers attach to their brand and diagnose which equity dimensions require strategic investment.