In Search of Brand Image: a Foundation Analysis
Published 1 January 1990
Dawn Dobni, George M. Zinkhan
Citations782
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
Abstract
Brand image has been an important concept in consumer behavior research since the early 1950s. Our analysis of 28 prior studies indicates that the definition of brand image has not necessarily remained stable over a 35 year time period. Similarly, there exists little consensus concerning how the construct should be operationalized. An attempt is made here to identify the essential elements of brand image.
Keywords
Social Sciences