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.

中文翻译：

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品牌用户图像清晰度 (BUIC)：概念化、测量和结果

品牌用户形象是品牌联想的一个重要方面，因此也是品牌资产。现有的概念化强调品牌用户形象的内容特征（例如，收敛性和好感度），而忽略了概念的结构要素，即形象的清晰度。本文的目的是将品牌用户形象清晰度 (BUIC) 的概念作为品牌用户形象的一个独特而突出的方面。借鉴记忆的关联网络理论，我们提供了 BUIC 的概念化，然后使用来自四项调查和多个行业的 1172 名消费者的数据继续对 BUIC 量表进行实证验证。结果证明了我们的 5 项 BUIC 量表的可靠性。该量表始终显示收敛效度和区分效度（与品牌用户形象好感度、品牌声望、品牌质量和品牌个性）。对规则有效性的评估将溢价定价策略确定为 BUIC 的关键决定因素，而自有品牌联系则是重要的结果。本研究通过提出 BUIC 作为品牌用户形象的重要结构特征并开发可靠的 BUIC 量表，为品牌文学做出了贡献。它还通过表明 BUIC 对自有品牌联系的显着影响，为消费者-品牌关系文献做出了贡献。