Heat maps and data visualization analytics on brand value and customer relationships using hierarchy of effects model

This study analyzed the influence of the AISDALSLove model Attention, Interest, Search, Desire, Action, Like/Dislike, Share, and Love/Hate on brand value and customer relationships among sports shoe consumers in Roxas City during the academic year 2025–2026. Using a quantitative, non-experimental cross-sectional survey design, the study investigated how these dimensions affect brand awareness, perceived quality, brand associations, brand loyalty, brand trust, customer loyalty, and relationship engagement. A total of 385 respondents were selected through purposive sampling using Cochran’s formula for large populations. Data were gathered through a validated researcher-made questionnaire distributed online via survey links and Quick Response codes. Statistical analysis was conducted using the Statistical Package for the Social Sciences (SPSS), supported by heat maps and data visualization techniques. Findings revealed that the AISDALSLove model generally has a strong influence on consumer perceptions and behaviors toward sports shoe brands. Significant relationships were observed in selected dimensions, particularly those involving emotional attachment, sharing behavior, and customer engagement. The study concluded that cognitive and emotional factors play an important role in strengthening brand value, customer loyalty, and long-term customer relationships in the sports shoe industry