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Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology

Oklahoma State University, tomb{at}okstate.edu

Peter A. Dacin

Queen’s University, pdacin{at}business.queensu.ca

Michael G. Pratt

University of Illinois at Urbana-Champaign, mpratt{at}uiuc.edu

David A. Whetten

Brigham Young University, d_whetten{at}byu.edu

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, and reputation.

Key Words: identity • image • reputation • corporate associations

Journal of the Academy of Marketing Science, Vol. 34, No. 2, 99-106 (2006)
DOI: 10.1177/0092070305284969


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