Evaluative And Descriptive Response Patterns To Negative Image Attributes
Maxwell K. Winchesterand Jennifer RomaniukMarketing Science Centre
Introduction
Brand image attributes are those pieces of information that are linked to the brand in consumer memory and thus make up part of the brand's image (Keller 1993). These attributes may take the form of anything that is experienced in the same context as the brand, and can come from a variety of sources, including consumer experiences with the brand, marketing communications or word of mouth (Krishnan 1996). Particular types include descriptive information (e.g. has four doors), benefits (e.g....