文章基本信息

标题：Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication
本地全文：下载
作者：Bambang Sukma Wijaya
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2013
卷号：5
期号：31
页码：55-65
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. Thus, brand is more than just a logo, name, symbol, trademark, or label attached to a product. Using theoretical review and self-reflectivity method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later become the ‘guideline’ for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to switch to another brand). The dimensions of brand image in this study include brand identity, brand personality, brand association, brand attitude & behavior, and brand benefit & competence .
关键词：dimensions of brand image; brand communication; hierarchy of branding; brand development