Development of brand customer centricity calculator an empirical measure

The traditional mass media overtaken by word-of-mouth and peer review dialogue is fast becoming the primary driver of consumer attitude and brand choice. Thus, building customer centricity in a brand is one alternative available to organisations in the wake of the rising vulnerabilities of brands and branding in the face of rising consumer empowerment. Nevertheless, the researcher argues that customer centric brands represent one effective means for firms to achieve better alignment of their brands with the customers. To become a successful customer centric brand, however, the brand management function must first acknowledge the effective and efficient determinants of customer centricity in a brand. The previous research of the researcher in this direction identifies six brand functions catering to customer centricity and is used to create what is termed as a Brand Customer Centricity Calculator (BCCC). The Brand Customer Centricity score is further used to create separate consumer clusters, using k-means clustering. Consumer profiles across respective clusters are further used to develop strategies for brand positioning and targeting.