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- W2183853636 abstract "Strategic role of brand image has been proven in extensive literature as it is considered as distinct component in designing the marketing mix to building sustainable competitive edge. So, this paper presents divergent perspectives defining the brand image concept and concluding the debate about its multidimensionality. Five major clusters of definitions of brand image construct are observed such as generic definitions, meanings/messages, symbolic definitions, personality based definitions and cognitive/psychological definitions. Another important milestone in the evolution of brand image is the theory behind the concept of brand positioning. Brand Image is a multi dimensional construct that is triggered by cognitions, emotions, symbols, values and attitudes of consumers. However, many researchers measured it as uni-dimensional construct. Initially benefits based dimensionality was used to measure brand image (Park, 1986). Later, associative network model was used to measure brand image. Researchers advanced functional, symbolic, experiential, affective, economic, social, personality, self-esteem, corporate and utilitarian dimensions which could be summarized as dual model of brand image comprising of cognitive or affective domains. Prior research mostly showed confirmation with the established models of brand gurus such as Park, 1986; Aaker, 1992; Keller, 1993. Measurement of brand image has been remained a concern by researchers whether measured on attitudinal scales or using projective techniques. But the use of numerous qualitative techniques failed to capturing consumer thoughts and feelings at non verbal and unconscious level due to lacking in vocabulary or awareness. So the focus qualitative research for measuring the brand image is now a latest trend in brand image research. The suggestions for future research are presented, too." @default.
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- W2183853636 date "2012-01-01" @default.
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- W2183853636 title "Brand Image: Past, Present and Future" @default.
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