Brand associations create expectations of brand performance, which in turn influence the acceptance and rejection of brands. Thus, the accurate measurement and monitoring of brand associations is imperative to brand managers (e.g., Keller, 1993). The measurement of brand associations is often divided into two phases: (1) elicitation of brand associations and (2) measurement of various dimensions of elicited associations (e.g., strength, favorability, uniqueness) (Keller, 1993). The purpose of the first (qualitative) phase is to gain insight into the nature of a brand's set of association, while the purpose of the second is to ascertain key dimensions producing differential consumer responses (Keller, 1993). The strongest brand associations tend to be more accessible in memory. According to Fishbein and Ajzen (1972), three to five most salient associations or beliefs typically dominate the formation of attitudes and purchase intentions.
What else does this article talk about?
- Cultural influences & values
- Brand equity & strength
- Brand identity & image
Interested in seeing what other marketing challenges WARC covers?
WARC’s coverage is unrivalled – grouping articles, case studies and research around 100 different marketing topics, arranged across 11 themes.
We believe that effective marketing is based on facts, not opinions
Since 1985, we’ve brought confidence to marketing decisions through the most trusted research, case studies, best practice, data and inspiration. Today, we help 75,000+ marketers across 100+ countries.