Working Papers, Hanken School of Economics
Time Dimension in Consumers’ Image Construction Processes: Introducing Image Heritage and Image-in-use
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; (follow links to similar papers)
27 pages, September 6, 2010
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