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ISSN : 1229-8778
This article examined inconsistent usage of the term ‘image’ in reference to brand, corporate, and store images and the measurement problems that have prevented theory development. The study first traces the history of the term's ambiguous usage in marketing and advertising research, and presents classification systems for organizing post-1950s definitions into parsimonious groups. Next, it provided an overview of measurement problems related to the lack of nominal and operational definitions. It ended with a summary of where we are now and what needs to be done to advance theory development. One of the recent developments in consumer psychology is the growing emphasis on low-involvement consumer behavior. Under a variety of circumstances, consumers are neither capable nor motivated to elaborate product information. It is assumed that, under these circumstances, they are likely to make use of product or brand images. This concept is frequently referred to in the marketing research literature. However, image is not an unequivocal concept. There is lack of agreement on what constitutes an image, on the possible psychological functions of images, on the conditions under which these psychological functions are addressed, and on how an image should be operationalized. In this article, an attempt is made to propose an conceptualization and operationalization that is based on an integration of the literature. Also, a specification is provided of the psychological functions that images may have under particular marketing communication conditions
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