Brand image and brand usage: Is a forty-year-old empirical generalization still useful?

Jenni Romaniuk, Svetlana Bogomolova, Francesca Dall Olmo Riley

Research output: Contribution to journalArticlepeer-review

39 Citations (Scopus)

Abstract

In this paper the authors provide evidence of the breadth and longevity of Andrew Ehrenberg’s work—a testimony to the quality of his research approach. To demonstrate this vitality, the authors drew on 45 new data sets to test findings about the relative brand image response patterns from customer usage groups (Bird, channon, and Ehrenberg, 1970). The data cover different categories (among them, services, durables, and retailers), countries (including emerging markets), and newer data collection methods (i.e., online). The authors found the generalization that brand association responses are strongly and systematically linked to past brand usage still holds—both qualitatively and, to a large extent, quantitatively. This has implications for researchers and practitioners.
Original languageEnglish
Pages (from-to)243-251
Number of pages9
JournalJOURNAL OF ADVERTISING RESEARCH
Volume52
Issue number2
DOIs
Publication statusPublished - 2012
Externally publishedYes

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