The DOI matches its Crossref record.
Strategic Brand Concept-Image Management
Abstract
Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.
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Cited by
Measuring the hedonic and utilitarian dimensions of consumer attitude
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003) · Journal of Marketing Research · doi:10.1509/jmkr.40.3.310.19238 · Cited by 2,151
Reaping relational rewards from corporate social responsibility: The role of competitive positioning
Du, S., Bhattacharya, C. B., & Sen, S. (2007) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2007.01.001 · Cited by 1,295
Direct and indirect effects of self-image congruence on brand loyalty
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D.-J. (2006) · Journal of Business Research · doi:10.1016/j.jbusres.2006.06.001 · Cited by 971
Information Processing from Advertisements: Toward an Integrative Framework
MacInnis, D. J., & Jaworski, B. J. (1989) · Journal of Marketing · doi:10.1177/002224298905300401 · Cited by 653
Self-citationManaging Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences
Madden, T. J., Hewett, K., & Roth, M. S. (2000) · Journal of International Marketing · doi:10.1509/jimk.8.4.90.19795 · Cited by 607
Metadata
- Authors
- Park, C. W., Jaworski, B. J., & MacInnis, D. J.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1986-10
- Volume
- 50
- Issue
- 4
- Pages
- 135-145
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2334626268
- Cited by
- 2,186
- References
- 0
- FWCI
- 18.16
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Strategic Brand Concept-Image Management. https://app.cochat.ai/papers/10.1177/002224298605000401
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- Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing. https://doi.org/10.1177/002224298605000401
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
