RT Journal Article SR Electronic T1 Brand Image and Brand Usage JF Journal of Advertising Research JO J Advert Res FD WARC SP 243 OP 251 DO 10.2501/JAR-52-2-243-251 VO 52 IS 2 A1 Jenni Romaniuk A1 Svetlana Bogomolova A1 Francesca Dall'olmo Riley YR 2012 UL http://www.journalofadvertisingresearch.com/content/52/2/243.abstract 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.