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Brand Image can be measured on 2 aspects, General Brand Image(GBI) which is associated with the brand in consideration and its symbolic aspects and Product Brand Image(PBI) which specifically relate to the physical attributes ,functional, emotional and self-expression benefits of the product (Martinez; Chernatony, 2004). Since we are considering brand image through surrogate advertisements it makes more sense to consider the GBI since physical attributes cannot be gauged through this form of advertisements.

We propose to use Likert 7 points scale varying from ― completely agree ― to completely disagree for measuring the GBI on the following items (Martinez; Chernatony, 2004):

This brand provides a good value for money.

There is a reason to buy the brand instead of others.

The brand has personality.

The brand is interesting.

I have a clear impression of the type of people who consume the brand.

This brand is different from competing brands.

Brand Attitude:

Brand attitude can be viewed as the understanding a person has in terms of how they evaluate a particular brand and its ability to satisfy what the consumer is looking for in the product. There are four important characteristics about brand attitude that we need to understand. First of all, brand attitude depends upon what the potential buyer wants now from the product, which is the motivation that drives someone's behaviour. Second, brand attitude is made up of what someone knows about a brand (cognitions or beliefs) and what they feel about the brand (affect or feelings). Thirdly, someone's knowledge is usually made up of a number of different beliefs about a brand. And finally, brand attitude is a relative concept.

Scale:

Again a 7 point likert scale was used from 1 to 7 where 1=very and 7=not at all (Kathleen J. Kelly, Michael D. Slater, and David Karan,2002).

Extent to which the brand is appealing.

Extent to which the brand is cool.

Extent to which the brand is In -Style.

Extent to which the brand is likeable.

Method:

Participants (n = 110) were people aged between 24 to 40 years across India. People were administered a questionnaire to assess brand awareness. Since brand awareness consists of brand recall and brand recognition, both these aspects were measured using this questionnaire. Brand recall consists of unaided and aided brand recall. Unaided brand recall was measured by showing the respondents a set of 30 advertising images of various beer brands. Then they were asked the question as to which brands do they recall on the prompt. Images of surrogate ads of kingfisher were mixed with a few distracters of beer ads images like Fosters. Every time the respondent mentioned a kingfisher ad which was there in the images we recorded it as a hit (H). However every time he recalled an advertisement which was not there we recorded as a false alarm (FA).

When the respondent mentioned an ad which was本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。