Explorative Study on the Concept of Mind Shares: Confidence, Resistance and Loyalty


In practices and academics, the growth/decline of a brand or product sales is often measured with market shares. However, this method does not really gain insight into loyalty and perception of consumers toward brands and products. This paper proposes a concept of Mind Shares which combines confidence and resistance as the main contents of loyalty to establish a new theoretic foundation and develop the calculation method for the quantification of this model. The data from questionnaire survey showed that confidence and resistance are both positively correlated with loyalty, and these two variables are capable of predictability on loyalty. It is considered that this paper lays down the theoretic foundation of Mind Shares and contributes applications.


loyalty, confidence, Mind Share, resistance