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The measurement and dimensionality of brand associations

George S. Low (Assistant Professor of Marketing, M.J. Neeley School of Business, Texas Christian University, Fort Worth, Texas, USA)
Charles W. Lamb Jr (M.J. Neeley Professor of Marketing, M.J. Neeley School of Business, Texas Christian University, Fort Worth, Texas, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 November 2000

31063

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.

Keywords

Citation

Low, G.S. and Lamb, C.W. (2000), "The measurement and dimensionality of brand associations", Journal of Product & Brand Management, Vol. 9 No. 6, pp. 350-370. https://doi.org/10.1108/10610420010356966

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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