Measuring corporate images: A review of alternative approaches

The distinction is made between attribute- and nonattribute-based methods of scaling images, and guidelines are presented to help select appropriate methods for use.

Abstract

The concept of corporate image is briefly outlined, and the types of attributes that can be measured to reveal this construct are noted. A review of alternative approaches to measuring images is presented. The distinction is made between attribute- and nonattribute-based methods of scaling images, and guidelines are presented to help select appropriate methods for use.