Subject: Q | R | Research Article | Science | Medicine
While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of a... View more
1 Cohen JB. Attitude, affect and consumer’s behaviors In: Moore B, Isen A, editors. Affect and Social Behavior. Cambridge: Cambridge University Press; 1990 pp. 152–197.
2 Cohen JB, Pham MT, Andrade EB. The nature and role of affect in consumer behavior In: Haugtvedt CP, Herr PM, Kardes FR, editors. Handbook of consumer psychology. New-York: Psychology Press; 2008 pp. 297–348.
3 Aaker J. Dimensions of Brand Personality. J Mark Res. 1997; 34: 347–356.
4 Keller KL. Brand Synthesis: The Multidimensionality of Brand Knowledge. J Consum Res. 2003; 29: 595–600.
7 Petty RE, Haugtvedt CP. Elaboration as a determinant of attitude strength: Creating attitudes that are persistent, resistant, and predictive of behavior In: Petty RE, Krosnick JA, editors. Attitude strength: Antecedents and consequences. New-York: Psychology Press; 1995 pp. 93–138.
8 Priester JR, Nayakankuppam D, Fleming MA, Godek J. The A 2 SC 2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice. J Consum Res. 2004; 30: 574–587.
9 Grohmann B. Gender Dimensions of Brand Personality. J Mark Res. 2009; 46: 105–119.
10 Brakus JJ, Schmitt BH, Zarantonello L. Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?J Mark. 2009; 73: 52–68.