Consequently, the suggested framework of the three components
represents the basis for image within this study as well and image can be defined as a
multi-dimensional construct which represents a subjective picture of an object in a person’s
mind, based on affective, cognitive and conative evaluations. In comparison to attitude which
encompasses these three dimensions as well, image is developed in a less conscious and
rational way and serves predominantly as compensation for knowledge (Schweiger, 1995).