Multi-attribute Theory

Multi-attribute Theory and Models
Jaap de Jonge, Editor, Netherlands
When marketers or brand managers are investigating and analyzing the position / affect of an object / brand / product, they can use a simple undimensional attitude scale such as an overall like/dislike of the brand. This might give a good short, overall summary measure.
But a more sophisticated approach is to survey the degree to which (potential) clients perceive a brand or product has certain attributes. Such models are called multi-attribute models in brand marketing.
The big advantage of such models is that they allow the brand manager to gain a detailed understanding of the brand strenghts, weaknesses and personality in the eyes of (potential) clients.

Brand and Brand Equity
saeed gholami, Business Consultant, Iran
I am doing research about brand equity in oil industry. To establish a justification of brand equity and its dimensions, I need a theory that confirms them. For example, the trust and relationship commitment support by the trust-commitment theory. So, I want to know which theory supports brand equity and its dimensions.
Can we use the multi-attribute theory as a supportive, grand theory for branding?