Measuring brand image: a systematic review, practical guidance, and future research directions

Anja Plumeyer (), Pascal Kottemann, Daniel Böger and Reinhold Decker
Additional contact information
Anja Plumeyer: Bielefeld University
Pascal Kottemann: Bielefeld University
Daniel Böger: Bielefeld University
Reinhold Decker: Bielefeld University

Review of Managerial Science, 2019, vol. 13, issue 2, No 2, 227-265

Abstract: Abstract Measuring and understanding brand image is crucial for both branding research and practice. Empirical studies focusing on brand image reveal a large number of techniques for measuring brand image, highlighting the need to organize them. However, no comprehensive review of brand image measurement techniques can be found in the existing literature. Therefore, this article seeks to contribute to the extant knowledge of brand image by systematically reviewing the related literature, providing a comprehensive discussion and characterization of brand image measurement techniques, offering recommendations for measuring brand image through a roadmap, and suggesting directions for future research. Our systematic literature review identified 224 high-quality scholarly articles published between 1991 and 2016 using 12 main techniques for measuring brand image. This article may aid both researchers and brand managers in selecting and applying appropriate brand image measurement techniques for their specific research context.

Keywords: Brand equity; Brand image; Measurement techniques; Systematic review (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

Downloads: (external link)
http://link.springer.com/10.1007/s11846-017-0251-2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:rvmgts:v:13:y:2019:i:2:d:10.1007_s11846-017-0251-2

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/11846

DOI: 10.1007/s11846-017-0251-2

Access Statistics for this article

Review of Managerial Science is currently edited by R. Ewert and W. Kürsten

More articles in Review of Managerial Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().