How does brand image form? The role of brand associations in affecting brand quality and brand superiority

The purpose of this research was to empirically test a multi-dimensional conceptualization of brand image. Following Aaker’s perspective, we tested the existence of four categories of associations forming brand image: we analyzed brand associations not just from the viewpoint of the product, but also as an organization, a person and a symbol. Furthermore, the research established an empirical basis that shows the impact of brand image on consumers’ perceptions about the quality and superiority of the brand. One thousand and fourteen (1014) consumers made up the sample and structural equations with latent variables were used to test the theoretical model.