Introduction
Mindset metrics, the measurement of consumers' perceptions, attitudes, and intentions, have a long tradition in marketing, particularly in advertising and branding (Palda, 1966; Priyanka, 2013). In brand equity, mindset variables have been used to evaluate brand performance from a customer's perspective (Aaker, 1996; Keller & Lehmann, 2006). These constructs are intermediate measures that relate to brand performance. The main reason for their use in marketing is that they move customers closer to the buying decision in a series of mental steps. Tracking and interpreting the corresponding mindset metrics will provide early evaluation signals to allow for managerial action before...