Graduate business schools images

Date of publication: September 1, 1974


Within the context of brand image measurement, this paper presents the results of a comparative analysis of two methodological procedures selected for their widely different approaches towards the measurement problem. More specifically, spatial configurations derived from attribute data, a procedure requiring a pre-specification of the image dimensions, are compared with maps obtained from non-metric multidimensional scaling of similarity data, a procedure not requiring such a pre-specification. Systematic variation is introduced both in data collection instruments and space reducing techniques. The basic finding is that of a substantial level of convergence between the results obtained by means of the two measurement methods. Finally, the paper discusses the conceptual, methodological, and managerial implications of such a finding.

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