4 How do we store information in memory?
5 Brand knowledge consists of two main categories. Name them.
6 In order for a brand to have high customer-based brand equity, the brand asso-
ciations need to be .......................................... [Add three adjectives]
7 Describe the idea behind process-tracing methods.
8 How come customer-based brand equity is associated with the idea of
positioning?
9 Student assignment.Expand the brand knowledge model (figure 6.7) by
adding knowledge from the personality, the relational, the community and the
cultural approaches (See discussion in the last section.)
References and further reading
Key readings are in bold type.
Aaker, D. A. and Keller, K. L. (1990) ‘Consumer evaluations of brand extensions’, Journal
of Marketing, 54 (January): 27– 41
Aaker, J. L. (1997) ‘Dimensions of brand personality, Journal of Marketing Research, 34
(August): 347–56
Alba, J. W. and Hutchinson, J. W. (1987) ‘Dimensions of consumer expertise’, Journal of
Consumer Research, 13 (March): 411–54
Allen, C. T., Fournier, S. and Miller, F. (2006) ‘Brands and their Meaning Makers’, in C. P.
Haugtvedt, P. M. Herr and F. R. Kardes (eds) Handbook of Consumer Psychology,
Mahwah NJ: Lawrence Erlbaum Associates
Anderson, J. R. (1983) The Architecture of Cognition, Cambridge MA: Harvard University
Press
Bahn, K. D. (1986) ‘How and when do brand perceptions and preferences first form? A
cognitive developmental investigation’, Journal of Consumer Research, 13 (December):
382–93
Bettman, J. R. (1979) An Information Processing Theory of Consumer Choice, Reading
MA: Addison-Wesley
Bettman, J. R. (1986) ‘Consumer psychology’, Annual Review of Psychology, 37: 257–89
Campbell, M. C. and Keller, K. L. (2003) ‘Brand familiarity and advertising repetition
effects’, Journal of Consumer Research, 30 (September): 292–304
Fournier, S. (1998) ‘Consumers and their brands: developing relationship theory in
consumer research’, Journal of Consumer Research, 24 (4): 343–73
Franzen, G. and Bouwman, M. (2001) The Mental World of Brands: Mind, Memory, and
Brand Success, Henley on Thames: World Advertising Research Centre
Gade, A. (1997) Hjerneprocesser. Kognition og neurovidenskab, Copenhagen: Frydenlund
Gardner, H. (1985) The Mind’s New Science: A History of the Cognitive Revolution, New
York: Basic Books
Gross, R. and McIlveen, R. (1997) Cognitive Psychology, London: Hodder & Stoughton
Holt, D. B. (2005) ‘How societies desire brands: using cultural theory to explain brand
symbolism’, in S. Ratneshwar and D. G. Mick (eds) Inside Consumption: Consumer
Motives, Goals, and Desires,London: Routledge
Hoyer, W. D. and Brown, S. P. (1990) ‘Effects of brand awareness on choice for a common,
repeat-purchase product’, Journal of Consumer Research, 17 (September): 141–8
114 Seven brand approaches