Abstract
A feature-based perspective on memory is applied to brand image. Based on this perspective, two methods, differing in the number of cues provided, are constructed to establish the presence and relevance of image attributes. When applied to beer brands, results indicate that the structure of the memory representation of a brand is dependent of the method applied, and that the structure can differ between brands within one product category. Both findings have implications for the practice of brand image measurement.
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Timmerman, T. (2015). Establishing the Structure of Brand Images from a Feature-Based Perspective on Memory. In: Noble, C. (eds) Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13078-1_1
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DOI: https://doi.org/10.1007/978-3-319-13078-1_1
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