Review of Brand lmage Study
Authors
Shu Zhang, Qinglin Luo
Corresponding Author
Shu Zhang
Available Online September 2019.
- DOI
- 10.2991/jahp-19.2019.19How to use a DOI?
- Keywords
- brand image; brand image theory; composing dimensions; "big five" model
- Abstract
Through understanding the definitions of brand image in China and other countries, this paper summarizes the theory and model of it. From the perspective of the brand composing dimensions, views on brand image composing dimensions in and out of China are analyzed, and the "big five" model of brand personality dimension is thus obtained. At present, there are some differences in brand image theories in China and abroad, but the future brand image theories will show diversified development under the market leadership, which is also a good opportunity for cross-disciplinary research on brand image.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Shu Zhang AU - Qinglin Luo PY - 2019/09 DA - 2019/09 TI - Review of Brand lmage Study BT - Proceedings of the 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019) PB - Atlantis Press SP - 77 EP - 80 SN - 2352-5428 UR - https://doi.org/10.2991/jahp-19.2019.19 DO - 10.2991/jahp-19.2019.19 ID - Zhang2019/09 ER -