เปรียบเทียบวิธี

	มาตรวัดความภักดีของลูกค้า (Customer Loyalty Scale - CLS)	Brand Equity Scale
สาขาวิชา	การจัดการการตลาด	การจัดการการตลาด
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1994	1991
ผู้ริเริ่ม	Alan S. Dick, Kunal Basu	David A. Aaker, Boonghee Yoo, Naveen Donthu, Sungho Lee
ประเภท	Multi-dimensional behavioral and attitudinal loyalty scale	Multi-dimensional brand equity scale
แหล่งต้นตำรับ	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
ชื่อเรียกอื่น	Behavioral Loyalty Scale, Loyalty Commitment Scale	Customer-Based Brand Equity, Brand Perception Scale
ที่เกี่ยวข้อง	4	3
สรุป	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.