While Figure 1 appears to divide the concept of image into four distinct components, it should be recognised that there are obvious overlaps between the four parts. In other words, holistic impressions are based on combinations and interactions of attributes and, in turn, the perceptions of individual attributes may be influenced by overall impressions and feelings. Furthermore, the dividing line between functional and psychological characteristics is not clear. For example, is the perceived cleanliness of a store a functional or psychological attribute? However, in order to focus on the conceptualisation of each of the components of image, they have been presented separately in Figure 1.