The social connection index: Do brand values drive loyalty?
Abstract
This paper introduces the social connection index (SCI), a multidimensional framework for assessing how consumers perceive a brand’s alignment with social values and how those perceptions influence brand loyalty. Based on data from over 4,400 US consumers across eight industries, the paper posits that attributes such as brand authenticity, trust, empathy and alignment are strongly associated with customer advocacy and repeat behaviour. While traditional factors such as product quality and value remain important, SCI attributes provide additional, significant explanatory power — particularly among high-spend and long-tenure customers. A segmentation model identifies four consumer types — value advocates, social believers, sceptical users and disillusioned consumers — based on their emotional connection and brand engagement. The paper offers a complementary lens to traditional metrics, highlighting the rising importance of values alignment in driving brand loyalty. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Professor Jonathan Barsky is an associate professor of business at the School of Business and Management, University of San Francisco. With over three decades of teaching experience, Dr Barsky has published more than 100 papers in prestigious academic and industry journals and is the author of two books, including ‘World-Class Customer Satisfaction’, now in its 30th year of publication. His research focuses on customer satisfaction measurement, customer loyalty emotions and their connection to profitability and business success. Through his teaching, Professor Barsky encourages students to critically assess evolving brand strategies, emphasising the intersection of marketing theory, consumer emotions and the growing influence of values-driven brand engagement.
