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Effects of Brand Associations on Consumer Response

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An executive summary for managers and executive readers can be found at the end of this article

The effects of brand associations on consumer response
A. Belen del Rõo  Â
Facultad de Ciencias Economicas, University of Oviedo, Spain

Rodolfo Vazquez  Võctor Iglesias Â

Facultad de Ciencias Economicas, University of Oviedo, Spain Facultad de Ciencias Economicas, University of Oviedo, Spain Keywords Brand image, Brand equity, Consumer attitudes Abstract This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of hypotheses, it has been proposed that these functions have a positive influence on the consumer's willingness to recommend the brand, pay a price premium for it and accept brand extensions. The hypotheses have been tested in the Spanish sports shoes market and were partially supported. The results obtained confirm the convenience of analyzing brand associations separately and enable the ascertaining of the brand associations that are the most relevant in order to attain certain consumer responses.

Introduction Over the last decade, firms have markedly increased their investments in the creation and development of brands. In fact, in most economic sectors a gradual brand generalization can be observed, even in those markets that have traditionally been more reluctant to use them (as is the case of food and agriculture or high tech product markets). A certain brand image The creation of a brand implies communicating a certain brand image in such a way that all the firm's target groups link such a brand (and thus the products sold using its name) with a set of associations. Brand equity research in marketing, as exemplified by Aaker's (1991, 1996)

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