Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences

Brand user imagery is an important aspect of brand association and, consequently, brand equity. Extant conceptualizations emphasize content features of brand user imagery (e.g., convergence and favorability) but neglect the structural element of the concept, namely the clarity of the imagery. The purpose of this paper is to present the concept of brand user imagery clarity (BUIC) as a distinct and salient aspect of brand user imagery. Drawing on the associate network theory of memory, we offer a conceptualization of BUIC and then proceed to empirically validate a BUIC scale using data from 1172 consumers across four surveys and multiple industries. Results demonstrate the reliability of our 5-item BUIC scale. The scale consistently demonstrates convergent validity and discriminant validity (in relation to brand user imagery favorability, brand prestige, brand quality, and brand personality). Assessment of nomological validity identifies premium pricing strategy as a key determinant of BUIC and self-brand connection as an important outcome. This study contributes to branding literature by proposing BUIC as an important structural feature of brand user imagery and developing a reliable BUIC scale. It also contributes to the consumer–brand relationship literature by indicating the significant effect of BUIC on self-brand connection.