Negative brand beliefs and brand usage

This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies.
  

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)....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands