image
Definition:
Consumer PERCEPTION of a BRAND, company, retail outlet, etc. Made up of two separable but interacting components, one consisting of the attributes of the object, the other consisting of the characteristics of the user.
Cross-References:
[brand]
[brand image]
[perception]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Jennifer L. Drayton], [1998].