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Hanken School of Economics Working Papers, Hanken School of Economics

No 551:
Time Dimension in Consumers’ Image Construction Processes: Introducing Image Heritage and Image-in-use

Anne Rindell ()

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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