The measurement and dimensionality of brand associations
| Date | 01 November 2000 |
| Pages | 350-370 |
| DOI | https://doi.org/10.1108/10610420010356966 |
| Published date | 01 November 2000 |
| Author | George S. Low,Charles W. Lamb |
| Subject Matter | Marketing |
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
Keywords Brands, Brand image, Consumer behaviour, Brand extensions
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,
manifest in the recent efforts of many companies to build strong Internet
``brands'' such as amazon.com and msn.com (Narisetti, 1998). The way
consumers perceive brands is a key determinant of long-term business-
consumer relationships (Fournier, 1998). Hence, building strong brand
perceptions is a top priority for many firms today (Morris, 1996).
Despite the importance of brands and consumer perceptions of them,
marketing researchers have not used a consistent definition or measurement
technique to assess consumer perceptions of brands. To address this, two
scholars have recently developed extensive conceptual treatments of
branding and related issues. Keller (1993; 1998) refers to consumer
perceptions of brands as brand knowledge, consisting of brand awareness
(recognition and recall) and brand image. Keller defines brand image as
``perceptions about a brand as reflected by the brand associations held in
consumer memory''. These associations include perceptions of brand quality
and attitudes toward the brand. Similarly, Aaker (1991, 1996a) proposes that
brand associations are anything linked in memory to a brand. Keller and
Aaker both appear to hypothesize that consumer perceptions of brands are
The current issue and full text archive of this journal is available at
http://www.emerald-library.com
The authors thank Paul Herr, Donnie Lichtenstein, Rex Moody, Dave Cravens and
Julie Baker for helpful comments on earlier versions of this manuscript. Funding was
provided by the Graduate School of the University of Colorado and the Charles
Tandy American Enterprise Center at Texas Christian University.
Top priority for many firms
today
350 JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 9 NO. 6 2000, pp. 350-368, #MCB UNIVERSITY PRESS, 1061-0421
An executive summary for
managers and executive
readers can be found at the
end of this article
multi-dimensional, yet many of the dimensions they identify appear to be
very similar. Furthermore, Aaker's and Keller's conceptualizations of
consumers' psychological representation of brands have not been subjected
to empirical validation. Consequently, it is difficult to determine if the
various constructs they discuss, such as brand attitudes and perceived
quality, are separate dimensions of brand associations, (multi-dimensional)
as they propose, or if they are simply indicators of brand associations (uni-
dimensional).
A number of studies have appeared recently which measure some aspect
of consumer brand associations, but these studies do not use consistent
measurement techniques and hence, their results are not comparable.
They also do not discuss the issue of how to conceptualize brand
associations, but focus on empirically identifying factors which enhance
or diminish one component of consumer perceptions of brands (e.g.
Berthon et al., 1997; Keller and Aaker, 1997; Keller et al., 1998; Roedder-
John et al., 1998; Simonin and Ruth, 1998). Hence, the proposed multi-
dimensional conceptualizations of brand perceptions have not been tested
empirically, and the empirical work operationalizes these perceptions as
uni-dimensional.
Our goal is to provide managers of brands a practical measurement protocol
based on a parsimonious conceptual model of brand associations.
The specific objectives of the research reported here are to:
.test a protocol for developing category-specific measures of brand
image;
.examine the conceptualization of brand associations as a multi-
dimensional construct by testing brand image, brand attitude, and
perceived quality in the same model; and
.explore whether the degree of dimensionality of brand associations
varies depending on a brand's familiarity.
In subsequent sections of this paper we explain the theoretical background of
our research, describe three studies we conducted to test our conceptual
model, and discuss the theoretical and managerial implications of the results.
Conceptual background
Brand associations
According to Aaker (1991), brand associations are the category of a
brand's assets and liabilities that include anything ``linked'' in memory to a
brand (Aaker, 1991). Keller (1998) defines brand associations as
informational nodes linked to the brand node in memory that contain the
meaning of the brand for consumers. Brand associations are important to
marketers and to consumers. Marketers use brand associations to
differentiate, position, and extend brands, to create positive attitudes and
feelings toward brands, and to suggest attributes or benefits of purchasing
or using a specific brand. Consumers use brand associations to help process,
organize, and retrieve information in memory and to aid them in making
purchase decisions (Aaker, 1991, pp. 109-13). While several research efforts
have explored specific elements of brand associations (Gardner
and Levy, 1955; Aaker, 1991; 1996a; 1996b; Aaker and Jacobson, 1994;
Aaker, 1997; Keller, 1993), no research has been reported that combined
these elements in the same study in order to measure how they are
interrelated.
Practical measurement
protocol
Importance to marketers
and consumers
JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 9 NO. 6 2000 351
To continue reading
Request your trial