PT  - JOURNAL ARTICLE
AU  - Jenni Romaniuk
AU  - Svetlana Bogomolova
AU  - Francesca Dall'olmo Riley
TI  - Brand Image and Brand Usage
AID  - 10.2501/JAR-52-2-243-251
DP  - 2012 Jun 01
TA  - Journal of Advertising Research
PG  - 243--251
VI  - 52
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/52/2/243.short
4100  - http://www.journalofadvertisingresearch.com/content/52/2/243.full
SO  - J Advert Res2012 Jun 01; 52
AB  - In this paper the authors provide evidence of the breadth and longevity of Andrew Ehrenberg's work—a testimony to the quality of his research approach. To demonstrate this vitality, the authors drew on 45 new data sets to test findings about the relative brand image response patterns from customer usage groups (Bird, Channon, and Ehrenberg, 1970). The data cover different categories (among them, services, durables, and retailers), countries (including emerging markets), and newer data collection methods (i.e., online). The authors found the generalization that brand association responses are strongly and systematically linked to past brand usage still holds—both qualitatively and, to a large extent, quantitatively. This has implications for researchers and practitioners.