“…It combines the various features that a consumer associates with a particular brand and thus significantly influences the purchase decision process (Esch & Langner, 2019a;Keller, 2005). Therefore, a brand image serves as a relevant behavioral science metric in monitoring the success of a brand (Esch & Eichenauer, 2017). Although it is referred to as a multidimensional attitudinal construct of the psyche (Meffert et al, 2019;Trommsdorff & Teichert, 2011), model building in the context of brand image measurement is commonly limited to simple arithmetic operations (Nufer, 2016;Trommsdorff, 1975).…”