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The measurement and dimensionality of brand associations (2000)
| Venue: | Journal of Product & Brand Management |
| Citations: | 48 - 0 self |
BibTeX
@ARTICLE{Low00themeasurement,
author = {George S. Low and Charles W. Lamb},
title = {The measurement and dimensionality of brand associations},
journal = {Journal of Product & Brand Management},
year = {2000},
pages = {370}
}
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Abstract
Abstract The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. Three studies were conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality of the brand associations construct; and explore whether the degree of dimensionality of brand associations varies depending upon a brand's familiarity. Findings confirm the efficacy of the brand image protocol and indicate that brand associations differ across brands and product categories. The latter finding supports the conclusion that brand associations for different products should be measured using different items. As predicted, dimensionality of brand associations was found to be influenced by brand familiarity. Research interest in branding continues to be strong in the marketing literature (e.g. Alden et al., 1999; Kirmani et al., 1999; Erdem, 1998). Likewise, marketing managers continue to realize the power of brands,
Keyphrases
brand association brand image theoretical development product category brand image protocol practical measurement perceived quality brand association varies latter finding product category specific measure marketing literature different item brand attitude marketing manager research interest different product brand familiarity brand association construct
