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Time Dimension in Consumers’ Image Construction Processes: Introducing Image Heritage and Image-in-use

Author

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  • Rindell, Anne

    (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.

Suggested Citation

  • Rindell, Anne, 2010. "Time Dimension in Consumers’ Image Construction Processes: Introducing Image Heritage and Image-in-use," Working Papers 551, Hanken School of Economics.
    • Handle: RePEc:hhb:hanken:0551
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    File URL: http://dhanken.shh.fi/dspace/bitstream/10227/597/1/551-978-952-232-087-2.pdf
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    Keywords

    image heritage; image-in-use; consumer; branding; time dimension;
    All these keywords.

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