Defining and Measuring Company Image

  • Madeline Johnson
  • George M. Zinkhan
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Some terms are so basic to a discipline that it is difficult to define them using only other terminology from within a discipline. The concept of corporate image is one such foundational term. The purpose of this paper is to review the various definitions of corporate image which have been proposed over the years and to attempt to develop a synthesis. A model is developed to differentiate among the concepts of corporate personality, corporate identity and company image. A special emphasis is placed on identifying the dimensions which underlie corporate image. Recommendations are made for measuring this important concept, depending upon the stakeholder group of interest to the researcher.


Corporate Citizen Brand Image Corporate Image Corporate Identity Total Impression 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© The Academy of Marketing Science 2015

Authors and Affiliations

  • Madeline Johnson
    • 1
  • George M. Zinkhan
    • 2
  1. 1.University of Houston-DowntownCullowheeUSA
  2. 2.University of HoustonCullowheeUSA

Personalised recommendations