Brand attributes – ‘distribution outlets’ in the mind

Abstract

This research tested the relationship between association of a brand with different types of image attributes and subsequent purchase of the brand. The image attributes incorporated were based on the product categories, situations and benefits offered. While mention of the brand for an image attribute was positively related to future purchase, this relationship did not vary between attributes once brand and attribute size was taken into account. However, a positive relationship was found between the number of attributes associated with the brand and future purchase. This suggests that image attributes can be considered to be analogous to ‘distribution’ outlets in consumer memory. The more attributes the brand is associated with, the greater the likelihood the consumer will think of and therefore consider the brand for purchase and that the brand will be acceptable on any criteria used. Therefore, just as a manufacturer would aim to obtain a wide geographic distribution for a supermarket brand, perhaps brand managers should aim to obtain a wide mental ‘distribution’ for their brand by linking it to a wide range of attributes. The long‐term aim is that the brand is salient for any number of attributes likely to be used by the consumer.