In Search of Holy Grails: Two Comments

Prof Andrew S C Ehrenberg

Comments critically on articles in the November-December, 1996, issue by 1) Baldinger and Rubinson ('Brand Loyalty, the Link Between Attitude and Behaviour') and 2) Dyson, Farr and Hollis ('Understanding, Measuring and Using Brand Equity').

In Search of Holy Grails: Two Comments

Andrew S C Ehrenberg

Two recent papers in this journal from the NPD Group and Millward Brown International have renewed the quest for two ephemera:

  1. 'Attitudes to Predict Behavior' and ...
  2. 'Brand Equity.'

Sensing that I might have difficulties, the Editor has asked me to comment. In brief, I find the papers obscure and unconvincing.

  • Baldinger and Rubinson's (1996) view is that they, the NPD Group, can predict behavior change from attitudes. But their...

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