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

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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.

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Notes

  1. This enabled us to identify another important, international peer-reviewed journal, the Journal of Business Research, which met our quality criteria, except for its categorization in another research area according to two of the three rankings. The Journal of Business Research is included in the subject area “General Management, Ethics and Social Responsibility” according to the ABS, and it can be found in the area “General Business Administration” according to the VHB.

  2. These articles are listed in the reference section of this paper, marked by an asterisk.

  3. Consequently, the numbers provided in Fig. 5 do not add up to 224.

  4. These techniques include conjoint analysis, CoreBrand Power, laddering, network analysis, and the Zaltman metaphor elicitation technique (ZMET), to name just a few.

  5. Citation counts are the most objective and frequently used metric for measuring scientific impact (Nair and Gibbert 2016) and are considered the “building block” of all indicators in bibliometric analyses (Wildgaard et al. 2014, p. 127). Nevertheless, some researchers question what citation counts really measure. The probability of being cited depends on many time-, field-, journal-, or article-dependent factors beyond scientific impact (see Bornmann and Daniel 2008, for an overview). Moreover, using only citation counts could be misleading, as it would favor older publications (Quental and Lourenço 2012). To avoid this drawback, we considered the mean citation counts per year (i.e., citation counts divided by the age of the publication).

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  1. Department of Business Administration and Economics, Bielefeld University, Universitaetsstrasse 25, 33615, Bielefeld, Germany

    Anja Plumeyer, Pascal Kottemann, Daniel Böger & Reinhold Decker

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Appendix

Appendix

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Table 4 Number of articles per journal
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Table 5 Most frequently used Likert scales
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Plumeyer, A., Kottemann, P., Böger, D. et al. Measuring brand image: a systematic review, practical guidance, and future research directions. Rev Manag Sci 13, 227–265 (2019). https://doi.org/10.1007/s11846-017-0251-2

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