Negative brand beliefs and brand usage

Maxwell Winchester
Harper Adams University College and Ehrenberg-Bass Institute, University of South Australia

Jenni Romaniuk
Ehrenberg-Bass Institute, University of South Australia

INTRODUCTION

Understanding what a brand means to consumers is important for today's marketing managers. One mechanism for gaining insight is to measure the knowledge that consumers hold about a brand, which consists of all the thoughts, feelings and beliefs held about any brand (Keller 2003). Consumer belief measurement is considered an important part of consumer-based brand equity (CBBE) measurement because of the diagnostic information it holds (Ailawadi et al. 2003). As a result, in most large corporations today, one of the most important aspects of the marketing department's activity is to manage and measure CBBE.