The measurement and dimensionality of brand associations

The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. Three studies were conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality of the brand associations construct; and explore whether the degree of dimensionality of brand associations varies depending upon a brand's familiarity. Findings confirm the efficacy of the brand image protocol and indicate that brand associations differ across brands and product categories. The latter finding supports the conclusion that brand associations for different products should be measured using different items. As predicted, dimensionality of brand associations was found to be influenced by brand familiarity. Research interest in branding continues to be strong in the marketing literature (e.g. Alden et al., 1999; Kirmani et al., 1999; Erdem, 1998). Likewise, marketing managers continue to realize the power of brands, manifest in the recent efforts of many companies to build strong Internet `̀ brands'' such as amazon.com and msn.com (Narisetti, 1998). The way consumers perceive brands is a key determinant of long-term businessconsumer relationships (Fournier, 1998). Hence, building strong brand perceptions is a top priority for many firms today (Morris, 1996). Despite the importance of brands and consumer perceptions of them, marketing researchers have not used a consistent definition or measurement technique to assess consumer perceptions of brands. To address this, two scholars have recently developed extensive conceptual treatments of branding and related issues. Keller (1993; 1998) refers to consumer perceptions of brands as brand knowledge, consisting of brand awareness (recognition and recall) and brand image. Keller defines brand image as `̀ perceptions about a brand as reflected by the brand associations held in consumer memory''. These associations include perceptions of brand quality and attitudes toward the brand. Similarly, Aaker (1991, 1996a) proposes that brand associations are anything linked in memory to a brand. Keller and Aaker both appear to hypothesize that consumer perceptions of brands are The current issue and full text archive of this journal is available at http://www.emerald-library.com The authors thank Paul Herr, Donnie Lichtenstein, Rex Moody, Dave Cravens and Julie Baker for helpful comments on earlier versions of this manuscript. Funding was provided by the Graduate School of the University of Colorado and the Charles Tandy American Enterprise Center at Texas Christian University. Top priority for many firms today 350 JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 9 NO. 6 2000, pp. 350-368, # MCB UNIVERSITY PRESS, 1061-0421 An executive summary for managers and executive readers can be found at the end of this article multi-dimensional, yet many of the dimensions they identify appear to be very similar. Furthermore, Aaker's and Keller's conceptualizations of consumers' psychological representation of brands have not been subjected to empirical validation. Consequently, it is difficult to determine if the various constructs they discuss, such as brand attitudes and perceived quality, are separate dimensions of brand associations, (multi-dimensional) as they propose, or if they are simply indicators of brand associations (unidimensional). A number of studies have appeared recently which measure some aspect of consumer brand associations, but these studies do not use consistent measurement techniques and hence, their results are not comparable. They also do not discuss the issue of how to conceptualize brand associations, but focus on empirically identifying factors which enhance or diminish one component of consumer perceptions of brands (e.g. Berthon et al., 1997; Keller and Aaker, 1997; Keller et al., 1998; RoedderJohn et al., 1998; Simonin and Ruth, 1998). Hence, the proposed multidimensional conceptualizations of brand perceptions have not been tested empirically, and the empirical work operationalizes these perceptions as uni-dimensional. Our goal is to provide managers of brands a practical measurement protocol based on a parsimonious conceptual model of brand associations. The specific objectives of the research reported here are to: . test a protocol for developing category-specific measures of brand image; . examine the conceptualization of brand associations as a multidimensional construct by testing brand image, brand attitude, and perceived quality in the same model; and . explore whether the degree of dimensionality of brand associations varies depending on a brand's familiarity. In subsequent sections of this paper we explain the theoretical background of our research, describe three studies we conducted to test our conceptual model, and discuss the theoretical and managerial implications of the results. Conceptual background Brand associations According to Aaker (1991), brand associations are the category of a brand's assets and liabilities that include anything `̀ linked'' in memory to a brand (Aaker, 1991). Keller (1998) defines brand associations as informational nodes linked to the brand node in memory that contain the meaning of the brand for consumers. Brand associations are important to marketers and to consumers. Marketers use brand associations to differentiate, position, and extend brands, to create positive attitudes and feelings toward brands, and to suggest attributes or benefits of purchasing or using a specific brand. Consumers use brand associations to help process, organize, and retrieve information in memory and to aid them in making purchase decisions (Aaker, 1991, pp. 109-13). While several research efforts have explored specific elements of brand associations (Gardner and Levy, 1955; Aaker, 1991; 1996a; 1996b; Aaker and Jacobson, 1994; Aaker, 1997; Keller, 1993), no research has been reported that combined these elements in the same study in order to measure how they are interrelated. Practical measurement protocol Importance to marketers and consumers JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 9 NO. 6 2000 351 Scales to measure partially brand associations have been developed. For example, Park and Srinivasan (1994) developed items to measure one dimension of toothpaste brand associations that included the brand's perceived ability to fight plaque, freshen breath and prevent cavities. This scale is clearly product category specific. Aaker (1997) developed a brand personality scale with five dimensions and 42 items. This scale is not practical to use in some applied studies because of its length. Also, the generalizability of the brand personality scale is limited because many brands are not personality brands, and no protocol is given to adapt the scale. As Aaker (1996b, p. 113) notes, `̀ using personality as a general indicator of brand strength will be a distortion for some brands, particularly those that are positioned with respect to functional advantages and value''. Hence, many previously developed scales are too specialized to allow for general use, or are too long to be used in some applied settings. Another important issue that has not been empirically examined in the literature is whether brand associations represent a one-dimensional or multi-dimensional construct. Although this may appear to be an obvious question, we propose later in this section the conditions under which this dimensionality may be more (or less) measurable. As previously noted, Aaker (1991) defines brand associations as anything linked in memory to a brand. Three related constructs that are, by definition, linked in memory to a brand, and which have been researched conceptually and measured empirically, are brand image, brand attitude, and perceived quality. We selected these three constructs as possible dimensions or indicators of brand associations in our conceptual model. Of the many possible components of brand associations we could have chosen, we selected these three constructs because they: (1) are the three most commonly cited consumer brand perceptions in the empirical marketing literature; (2) have established, reliable, published measures in the literature; and (3) are three dimensions discussed frequently in prior conceptual research (Aaker, 1991; 1996; Keller, 1993; 1998). We conceptualize brand image (functional and symbolic perceptions), brand attitude (overall evaluation of a brand), and perceived quality (judgments of overall superiority) as possible dimensions of brand associations (see Figure 1). Brand image, brand attitude, and perceived quality Brand image is defined as the reasoned or emotional perceptions consumers attach to specific brands (Dobni and Zinkhan,1990) and is the first consumer brand perception that was identified in the marketing literature (Gardner and Levy, 1955). Brand image consists of functional and symbolic brand beliefs. A measurement technique using semantic differential items generated for the relevant product category has been suggested for measuring brand image (Dolich, 1969; Fry and Claxton, 1971). Brand image associations are largely product category specific and measures should be customized for the unique characteristics of specific brand categories (Park and Srinivasan, 1994; Bearden and Etzel, 1982). Brand attitude is defined as consumers' overall evaluation of a brand ± whether good or bad (Mitchell and Olson, 1981). Semantic differential scales measuring brand attitude have frequently appeared in the marketing Linked in memory to a brand Reasoned or emotional perceptions 352 JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 9 NO. 6 2000 literature. Bruner and Hensel (1996) reported 66 published studies which measured brand attitud