Marketing Images

Abstract

This article examines inconsistent usage of the term ‘image’ in reference to brand, corporate, and store images and the measurement problems that have prevented theory development. It first traces the history of the term’s ambiguous usage in marketing and consumer behavior research, and presents classification systems for organizing post-1950s definitions into parsimonious groups. Next, it provides an overview of measurement problems related to the lack of nominal and operational definitions. It ends with a summary of where we are now and what needs to be done to advance theory development.