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Once you know what you want to measure, it is important to look at the original sources cited to understand how to properly use these techniques. ??ller’s (2003) ????ll?nt book also provides detailed information on each concept and its measurement.
1. Brand knowledge
Brand knowledge refers to brand awareness (whether, and when, consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Keller 2001). The different dimensions of brand knowledge can be classified in a pyramid (adapted from Keller 2001), in which each lower-level element provides the foundations of the higher- level element...
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