The low stability of brand-attribute associations is partly due to market research methodology

Sara Dolnicar, John R. Rossiter
  • International Journal of Research in Marketing, June 2008, Elsevier
  • DOI: 10.1016/j.ijresmar.2007.10.002

What is it about?

Evidence-based advice on how to validly measure brand image.

Why is it important?

To understand something, you must be able to measure it validly. If you do not, results are wrong at best and misleading at worst.


Professor Sara Dolnicar
University of Queensland

The area of measurement in the social sciences is close to my heart. If we do not measure properly the things we want to understand, we can never learn anything about them at all

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The following have contributed to this page: Professor Sara Dolnicar