Brand associations: looking through the eye of the beholder

As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer‐based information via qualitative methods regarding brand dimensions that hold meaning to consumers for both branded products and branded services. The results indicate a number of key dimensions to be such as core product/service, experience with brand, image of user, important to consumers for both goods and services. Dimensions such as feelings, and self‐image congruence, were found to be important only in terms of branded products, while word‐of‐mouth, servicescape, and employees, held importance with respect to branded services. The results provide a platform upon which future research can be built.