Brand Image and Brand Usage: Is a Forty-Year-Old Empirical Generalization Still Useful?
Jenni Romaniuk and Svetlana Bogomolova
Ehrenberg-Bass Institute
Francesca Dall’Olmo Riley
Kingston University
Management slant
- The 1970 finding that consumers are strongly and systematically influenced by their relative past brand usage when they make brand-image associations (Bird, Channon, and Ehrenberg, 1970) still holds today despite the different marketing ecosystem.
- Unless the relationship between brand image and brand usage is factored into customer based brand equity (CBBE) modeling, a higher response level for a brand on image attributes can easily be misinterpreted as a higher level of differentiation...