Attribute conditioning in brand image creation: Single versus multiple attributes

Brand associations and brand attitude are critical components of a brand image which in turn is a crucial determinant of brand equity (Aaker 1996). While a body of research has examined how brand attitude can be positively influenced to create a favorable brand image (e.g., Sweldens, Van Osselaer, and Janiszewski 2010), the examination of the formation of concrete brand associations has received less scholarly attention in the brand management literature. In particular, the current brand management literature does not offer a comprehensive empirical framework that allows to systematically investigate the formation of brand associations, which inhibits research on how to create a distinct and unique brand image effectively.