Brand evaluation
Consumers assess the brands in their minds and they evaluate them using the general attributes of these brands, various tangible and intangible cues related to the brand as a product and the brand as a person (Gilbert and Hewlett, 2003; Swoboda et al., 2012; Puzakova et al., 2013a, 2013b). Although the assessment of a brand can be based on a number of different attributes that are somewhat tailored to the specific assessed brand, in most research projects, a given subset of these attributes is use as a basis to assess brands (Gilbert and Hewlett, 2003).