Is the image concept of critical importance in modern market research?
This study deals with the question "Does a relationship exist between image and purchase behaviour (in certain product fields)" or more strictly speaking: "Can the image be used as a variable to forecast purchase behaviour?". The image is defined here as the verbally reproduced subjective impression evoked in the consumer by a stimulus, in our case the brand. Three investigations dealing with aspects of the above question are discussed.
- This could also be of interest