Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/896

Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Retail Image As Seen Through Consumers' Eyes: studying international retail image through consumer photographs of stores
Authors: Burt, Steven
Johansson, Ulf
Thelander, Asa
Contact Email: s.l.burt@stir.ac.uk
Keywords: retail image
IKEA
photo-elicitation
cross-culture
Issue Date: Dec-2007
Publisher: Taylor & Francis
Citation: Burt S, Johansson U & Thelander A (2007) Retail Image As Seen Through Consumers' Eyes: studying international retail image through consumer photographs of stores, International Review of Retail, Distribution and Consumer Research, 17 (5), pp. 447-467.
Abstract: The aim of this paper 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.
Type: Journal Article
URI: http://hdl.handle.net/1893/896
DOI Link: http://dx.doi.org/10.1080/09593960701631516
Rights: Published in The International Review of Retail, Distribution and Consumer Research by Taylor & Francis. This is an electronic version of an article published in The International Review of Retail, Distribution and Consumer Research, Volume 17, Issue 5 December 2007, pages 447-467. The International Review of Retail, Distribution and Consumer Research is available online at: http://www.informaworld.com/openurl?genre=article&issn=0959-3969 &volume=17&issue=5&spage=447
Affiliation: Marketing and Retail Division
Lund University
Lund University

Files in This Item:
File Description SizeFormat 
Retail Image FINAL REVISION.pdf317 kBAdobe PDFView/Open


This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.