Evaluative and Descriptive Response Patterns to Negative Image Attributes

Abstract

While investigations into brand image have been plentiful, the study of negative brand image attributes has been rare. Replicated multi-brand studies are rare in any academic publication, but extremely rare in the consideration of the study of negative image attributes. Expanding on Barwise and Ehrenberg (1985), we examine the relationship between negative brand image attributes and usage replicated over different brands and attributes, in business and consumer markets, using different questioning techniques both in repertoire and subscription markets. In this paper, we report on 18 attributes for 35 brands in six separate studies. Previous research has offered conflicting evidence about the patterns one may observe between negative image attributes and brand usage. We identified the presence of three different patterns. While three different patterns were evident, the most negative image attributes studied across brands displayed a descriptive pattern. That is, users and non-users were equally likely to associate the brand with a negative image attribute. Of those that did not, a small number displayed an evaluative pattern, where users of a brand were more likely than non-users. In only one instance were non-users more likely to mention a negative image attribute than users of the brand (referred to as a reverse evaluative pattern). The implications of the study indicate that responses to negative brand image attributes are not driven by brand usage or non-usage, and that negative image attributes do not behave in an opposite pattern to positive image attributes. It is suggested that there are other factors which may drive responses to negative image attributes, such as consumer expertise level, which need further research. The findings of this study also lead us to question attitudinal models that suggest consumers evaluate brands both on positive and negative attributes in making purchase decisions. We request that further research be conducted to further understanding of the drivers of response to negative brand image attributes.