More complicated factors can include emotional sentimentality (for example, positive nostalgic memories); affiliation with a product's source of origin, and other socioeconomic or political considerations.
There is no reason any of the aforementioned must stand alone and combinations thereof are common.
Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers and potential customers.
Higher brand preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance.
There are at least three classes of methodologies to measure brand preference directly: