Toward increased insights from brand knowledge associations: Exploiting the impact of brand generated signals.

Purpose: This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach: This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings: Contemporary firms increasingly need to promote their brand online to reach consumer segments. Much of this is done now through pictorial content that aims to create favourable brand associations in an attempt to positively influence consumer attitudes and purchase intentions. Use of a comprehensive framework can reveal influential brand knowledge associations in relation to brand experience, brand imagery and their sub-dimensions. Originality/value: The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. [ABSTRACT FROM AUTHOR]