Negative brand beliefs and brand usage
Maxwell WinchesterHarper Adams University College and Ehrenberg-Bass Institute, University of South Australia
Jenni RomaniukEhrenberg-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)....