The measurement and dimensionality of brand associations

TLDR

A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. The study tests a conceptualization of brand associations comprising brand image, brand attitude, and perceived quality. Three studies were conducted to develop product‑category specific brand‑image measures, examine the dimensionality of brand associations, and assess how brand familiarity influences that dimensionality. The protocol for developing brand‑image measures proved effective; brand associations differ across brands and product categories, and their dimensionality is influenced by brand familiarity, indicating that different products should be measured with distinct items.

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.