Working Papers,
Hanken School of Economics

Abstract: This paper focuses on the time dimension in consumers’ image construction processes. Two new concepts are introduced to cover past consumer experiences about the company – image heritage, and the present image construction process - image-in-use. Image heritage and image-in-use captures the dynamic, relational, social, and contextual features of corporate image construction processes. Qualitative data from a retailing context were collected and analysed following a grounded theory approach. The study demonstrates that consumers’ corporate images have long roots in past experiences. Understanding consumers’ image heritage provides opportunities for understanding how consumers might interpret management initiatives and branding activities in the present.

Keywords: image heritage; image-in-use; consumer; branding; time dimension

27 pages, September 6, 2010

Full text files

551-978-952-232-087-2.pdf  

Download statistics

• Hanken School of Economics
• Home page for this series

Questions (including download problems) about the papers in this series should be directed to Staffan Dellringer ()
Report other problems with accessing this service to Sune Karlsson ().

RePEc:hhb:hanken:0551This page generated on 2024-09-13 22:19:27.