Brand Insights 4.0: An Effective Tool in the Hands of Brand Managers

A sophisticated Brand Insights 4.0 approach incorporating allelements of the analytical power of the stages 1.0 and 3.0 hasthe capability to improve the management decisions of brandmanagers effectively. In this article, the authors use Brand 4.0Insights, combining implicit and explicit measures of customer perceived value (CPV) and brand love (BL) to explain brandattraction using Universal Structure Modeling.