Choice-Based, Brand-Anchored Conjoint (CBAC): A New Method for Measuring Brand Image

The article introduces choice-based, brand-anchored conjoint (CBAC) analysis as a new measurement technique to assess brand image, based on an approach introduced by Louviere and Johnson (1990), in which brands serve as the levels for any attribute. An empirical study tests the validity of the new method compared with (1) Louviere and Johnson’s approach and (2) a method commonly used for commercial applications of brand image measurement (i. e., a direct attribute ratings method). The results indicate superior validity scores for CBAC.