Gestão da imagem: desenvolvendo um instrumento para a configuração da imagem de produto

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DOI: https://doi.org/10.1590/S1415-65552007000400007
Keywords:
image, products image, marketing image

Main Article Content

Deonir De Toni
Universidade Federal do Rio Grande do Sul Escola de Administração; Universidade de Caxias do Sul Faculdade Cenecista de Bento Gonçalves
Maria Schuler
Universidade Federal do Rio Grande do Sul Escola de Administração; Universidade de Grenoble École Supérieure des Affaires

Abstract

The image consumers develop regarding a certain product influences their purchasing decision. It's through this image they will think about the product, during the purchasing decision process. To know in details the image certain public develops about a product is a Marketing researcher's ambition. This research validates a procedure regarding the generation of a powerful image configuration tool that is very easy to apply. To test the Products Image Configuration Technique - PICT, first the main ideas composing the Cellular Telephone image for a college students group were identified and organized. Than the adopted procedure's validity was tested. The procedure showed to be valid and reliable.

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Article Details

How to Cite
De Toni, D., & Schuler, M. (1). Gestão da imagem: desenvolvendo um instrumento para a configuração da imagem de produto. Journal of Contemporary Administration, 11(4), 131-151. https://doi.org/10.1590/S1415-65552007000400007
Issue
Vol. 11 No. 4 (2007): Oct/Dec - 2007
Section
Articles

Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.

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Author Biography

Maria Schuler, Universidade Federal do Rio Grande do Sul Escola de Administração; Universidade de Grenoble École Supérieure des Affaires

Doutor em Administração de Sistemas de Informação pela École Supérieure des Affaires da Universidade de Grenoble (França). Professor Adjunto da Escola de Administração da Universidade Federal do Rio Grande do Sul (UFRGS). Suas áreas de interesse em pesquisa são administração da imagem (organizações, marcas e produtos) e administração da comunicação organizacional (excelência humana e comunicativa nas organizações)