Webbläsaren som du använder stöds inte av denna webbplats. Alla versioner av Internet Explorer stöds inte längre, av oss eller Microsoft (läs mer här: * https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Var god och använd en modern webbläsare för att ta del av denna webbplats, som t.ex. nyaste versioner av Edge, Chrome, Firefox eller Safari osv.

Retail Image As Seen Through Consumers' Eyes: Studying international retail image through consumer photographs of stores

In English

Författare

Summary, in English

The aim of this article is to explore how retail store image is perceived by consumers from different cultural backgrounds and with different degrees of awareness and experience of the retailer. The subject is IKEA, a retailer recognized as having a global approach to the markets in which it operates, resulting in a highly standardized approach to store branding. However, rather than employing traditional methodologies to elicit consumer perceptions of store image, we attempt to capture consumer perceptions through interpretations of the visual images generated by the participants themselves. The photo-elicitation method employed captured the different interpretations and meanings attached to commonly identified elements of store image and reinforced the central role played by the store itself in retail image formation.

Publiceringsår

2007

Språk

Engelska

Sidor

447-467

Publikation/Tidskrift/Serie

International Review of Retail Distribution & Consumer Research

Volym

17

Issue

5

Dokumenttyp

Artikel i tidskrift

Förlag

Taylor & Francis

Ämne

  • Social Sciences Interdisciplinary
  • Business Administration

Nyckelord

  • IKEA
  • communication
  • photo-elicitation
  • cross-culture
  • retail image

Status

Published

Projekt

  • Transferring International Retail Image

ISBN/ISSN/Övrigt

  • ISSN: 0959-3969