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Negative brand beliefs and brand usage

Winchester, Maxwell and Romaniuk, Jenni (2008) Negative brand beliefs and brand usage. International Journal of Market Research, 50 (3). pp. 355-375. ISSN 1470-7853

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Abstract

This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for measuring brand beliefs with respondents who were current users, past users or had never tried a brand. The major finding of this study was that past users of a brand consistently have the highest tendency to elicit negative beliefs about brands. Further, those who have never used a brand typically have a lower propensity than current brand users to elicit negative brand beliefs. These results suggest that negative beliefs about a brand are developed as a result of purchase behaviour, rather than as mechanisms to reject a brand prior to purchase. These findings have implications for the role of negative beliefs in consideration of set formation and the trial of a new brand. They also provide insight into the patterns that may be expected when measuring and interpreting negative brand beliefs across different usage groups.

Item Type: Article
Uncontrolled Keywords: ResPubID19696, brand usage, brand management, brand strategy, brand image
Subjects: FOR Classification > 1504 Services
Faculty/School/Research Centre/Department > School of International Business
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Depositing User: VUIR
Date Deposited: 03 May 2011 05:38
Last Modified: 23 May 2013 16:46
URI: http://vuir.vu.edu.au/id/eprint/6745
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Citations in Scopus: 9 - View on Scopus

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