Identity, intended image, construed image, and gnreputation: An interdisciplinary framework and suggested terminology
Tom J. Brown, Peter A. Dacin, Michael G. Pratt, David A. Whetten
Journal of the Academy of Marketing Science · 2006 · Volume 34 · Issue 2
Abstract
Many scholars across various academic disciplines are investigating the following questions: What do individuals know or believe about an organization? How does a focal organization (and/or other interested entity) develop, use, and/or change this information? and How do individuals respond to what they know or believe about an organization? Cross-disciplinary research that centers on these questions is desirable and could be enhanced if researchers identify and develop consistent terminology for framing these questions. The authors work toward that end by identifying four central ‘viewpoints’ of an organization and proposing labels to represent each of these viewpoints:identity, intended image, construed image, andreputation.
Keywords
identity, image, reputation, corporate associations
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