|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|
|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.|
|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|
|Retail Image FINAL REVISION.pdf||317 kB||Adobe PDF||View/Open|
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