Professional Documents
Culture Documents
2.1
2.2
Brand knowledge
A result of consumers knowledge about the brand
2.4
2.5
Brand image
Strong, favorable, and unique brand associations
2.6
Salience Dimensions
Depth of brand awareness
Ease of recognition and recall Strength and clarity of category membership
2.9
2.10
Performance Dimensions
Primary characteristics and supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy Style and design Price
2.11
Imagery Dimensions
User profiles
Demographic and psychographic characteristics Actual or aspirational Group perceptionspopularity
Judgment Dimensions
Brand quality
Value Satisfaction
Brand consideration
Relevance
Brand credibility
Expertise Trustworthiness Likeability
Brand superiority
Differentiation
2.13
Feelings Dimensions
Warmth Fun Excitement Security Social Approval Self-respect
2.14
Resonance Dimensions
Behavioral loyalty
Frequency and amount of repeat purchases
Attitudinal attachment
Love brand (favorite possessions; a little pleasure) Proud of brand
Sense of community
Kinship Affiliation
Active engagement
Seek information Join club Visit website, chat rooms
2.15
Consumer Judgments
Consumer Feelings
Brand Performance
Brand Imagery
Brand Salience