The measurement and dimensionality of brand associations
Volume: 9, Issue: 6, Pages: 350 - 370
Published: Nov 1, 2000
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...
Paper Details
Title
The measurement and dimensionality of brand associations
Published Date
Nov 1, 2000
Volume
9
Issue
6
Pages
350 - 370
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