Article1965

Measurement of Corporate Images by the Semantic Differential

Theodore Clevenger · Gilbert A. Lazier · Margaret Leitner Clark

49 citations0/0 files storedJournal of Marketing Research

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Corporate Identity and Reputation Psychometric Methodologies and Testing Consumer Behavior in Brand Consumption and Identification

Abstract

➤A semantic differential applied to the images of two prominent corporations was administered to a group of university students and a group of metropolitan housewives. Comparisons revealed that the factor patterns of the differential for the two corporations and for the two groups of subjects were quite similar.

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1957The Measurement of Meaning 1959Research Methods in Social Relations

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