Negative brand beliefs and brand usage

A study of consumer brand usage segments and the effects of negative attributes in brand image studies.

Year of Publication2008

An analysis of three markets using four approaches for measuring brand beliefs of respondents who were current users, past users or non users of a brand found that that past usersconsistently had the highest tendency to elicit negative beliefs about brands. Those who have never used a brand normally have more positive brand beliefs than current users. These results suggest that negative brand beliefs develop as a result of purchase behaviour, rather than as mechanisms to reject a brand prior to purchase.


Winchester, MK (2008) "Negative brand beliefs and brand usage"International Journal of Marketing Research 50 (3) pp 355-375

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