Brand measurement scales and underlying cognitive dimensions.

The aim of this exploratory research is to compare a well-known scale, the Asker brand personality scale, with an empirical scale based on individuals' relevant attributes, in order to analyze why they can lead to similar brand positioning maps. We provide empirical evidence of how a bias can overwrite the ability of a measurement scale to actually measure its underlying construct. In order to do so, we first find that the two sets of attributes - one derived from the brand personality scale, the other reflecting attributes obtained through a focus group - span common cognitive representations when translated into perceptual maps. We then prove that this outcome is caused by a bias stemming from a more holistic view of the brand, which forces the two cognitive structures towards a common perceptual representation. We conclude discussing the challenges for current theory implicit in our findings, and the implications for managerial practice.

Brand experience is conceptualized as sensations, feelings, cognitions and behavioral responses evoked by brand-related stimuli that are part of a brand‘s design and identity, packaging, communications and environments. We distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual and behavioral. In six studies, we show that the scale is reliable, valid and distinct from other brand scales including brand evaluations, brand involvement, brand attachment, and customer delight and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.

• Cognitive response: relates to knowledge, i.e. the totality of information and beliefs held by an individual or a group. Individuals store this information, which influences their interpretation of the stimuli to which they are exposed.
• Selective perception and retention: Perception has a regulating function since it filters information. Some elements of information are retained either because they meet the needs of the moment, or because they come as a surprise.
• Noted score: the percentage of readers who say they previously saw the advertisement in the magazine (ad recognition).
• Saw-associated or Proved Name Registration (PNR) score: the percentage of individuals who correctly identify the product and advertiser with the advertisement.
• Read most: the percentage who says they read more than half of the written material in the advertisement.

Works Cited

International Journal of Market Research. 2012, Vol. 55 Issue 1, p43-57. 15p. 2 Charts, 6 Graphs.
.