Comparing methods of brand image measurement
Carl Driesener and Jenni RomaniukEhrenberg-Bass Institute of Marketing Science, University of South Australia
INTRODUCTION
The perceptions that consumers hold about brands, referred to collectively as the brand's image, are an important part of consumer-based brand equity (Keller 1993). They are also used to identify the position of the brand and evaluate advertising effectiveness (Romaniuk & Sharp 2000; Dillon et al. 2001; Myers 2003; Romaniuk & Nicholls 2006).
There is a wide range of techniques for measuring the extent of the link between the brand name and relevant...