Sublime

a greater propensity to process a brand’s advertising.

Brand buyers are more likely to link the brand to (almost) any attribute than non-buyers

In the long run, the brand’s propensity to be retrieved, or its Mental Availability, depends on how wide and how fresh its network is across those likely retrieval cues in buying situations, or CEPs.

In this case, efforts to increase brand linkages to other CEPs common for the sub-category will benefit the brand.

Borrowed from psychology, personality traits include attributes often draw from Jennifer Aaker’s brand personality framework (Aaker 1997).

Brands of all sizes gain more responses when the cues are expanded.

three key roles that attributes can play.