Impression management in the marketing context

Abstract

The main idea of this paper is to analyze previous studies that have been done so far regarding impression management and its implication on marketing impressions. Since some of the studies suggest that marketing ventures involve activities that parallel those commonly found in impression management, perhaps now is time to explore impression management in the context of marketing. Design/Methodology/Approach - The research is based mainly on reviewing and analyzing previous studies in different journals from the marketing and psychology field.Findings - It was interesting to figure out that there was paid relatively little attention to marketing impression and especially in the use of impression in the integrated marketing communications area.Practical implications - The findings could have an impact on retail and service business, in guiding marketers how should they approach and impress better customers. Originality/value - Reviewing the existing literature and researches about impression management the author states that there is not much done. The previous authors have mainly focused their researches on the management level and especially in that of individual or organization stage, but not on the use of impression management in the marketing communication process.