Newspapers - image formation agents for retailers?
The representation of Ikea in British and Swedish newspapers
- Andrea Gröppel-Klein (Prof.)
- Claas Chrisian Germelmann (Hrsg)
Publikation/Tidskrift/Serie: Medien im Marketing; Optionen der Unternehmenskommunikation
Dokumenttyp: Del av eller Kapitel i bok
The aim of this study is to analyse the role of newspapers as an image formation agent for retailers. The role of the media has been emphasised in theories about image formation but there are few empirical studies of the role of newspapers. This is an explorative study of how IKEA is represented in British and Swedish newspapers. The study is based on a quantitative content analysis of 153 news articles. The analysis shows differences in reporting between Sweden and Britain and that the store, the unique feature of a retailer, does not feature in the strategic public relation work.
- Social Sciences
- image formation agent
- retail image
- Transferring International Retail Image
- ISBN: 978-3-8349-0735-6