The Underlying Dimensions of Brands and Their Contribution to Customer Value: An Exploratory Examination

Establishing and maintaining a strong brand identity is a primary goal for brand managers. However, little academic research has addressed the individual components of brands that form this overall identity. Here, the authors present qualitative research that reveals the individual dimensions that consumers associate with brands. A theoretical model is then proposed which links these brand dimensions to customer value, brand commitment, and referral behavior. Suggestions are provided as to how brand managers may empirically test this model to gain a better understanding of how brands and consumers may form relationships with each other.