Comparing approaches to elicit brand attributes both face-to-face and online

Brand attributes play an important role in tracking customer-based brand equity. Therefore researchers need an effective approach for eliciting attributes.

Comparing approaches to elicit brand attributes both face-to-face and online

Samantha Hogan, Jenni Romaniuk and Margaret Faulkner

Ehrenberg-Bass Institute for Marketing Science

Introduction

Customer-based brand equity (CBBE) is the added value a brand gives a product, contributing to the advantage a brand may have over its competitors (Keller 1993; Christodoulides & de Chernatony 2010). Brand attributes are an important part of brand health, helping assess the impact of advertising, relative to competitors, on consumer memory (Dillon et al.2001). Attributes are also used in consumer choice models (Bech-Larsen & Nielsen 1999). Effective techniques to...

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