Retail Image As Seen Through Consumers' Eyes: Studying international retail image through consumer photographs of stores
Burt, Steve ; Johansson, Ulf LU and Thelander, Åsa LU
(2007)
In International Review of Retail Distribution & Consumer Research
17(5).
p.447-467
- Abstract
- 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... (More)
- 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/787035
- author
- Burt, Steve
; Johansson, Ulf
LU
and Thelander, Åsa
LU
- organization
- publishing date
- 2007
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- IKEA, communication, photo-elicitation, cross-culture, retail image
- in
- International Review of Retail Distribution & Consumer Research
- volume
- 17
- issue
- 5
- pages
- 447 - 467
- publisher
- Taylor & Francis
- external identifiers
-
- scopus:69649105872
- ISSN
- 0959-3969
- project
- Transferring International Retail Image
- language
- English
- LU publication?
- yes
- id
- cf6ffedd-a0f6-4fa9-8b95-8e0d01d70803 (old id 787035)
- date added to LUP
- 2016-04-01 12:22:56
- date last changed
- 2024-01-08 18:34:14
@article{cf6ffedd-a0f6-4fa9-8b95-8e0d01d70803,
abstract = {{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.}},
author = {{Burt, Steve and Johansson, Ulf and Thelander, Åsa}},
issn = {{0959-3969}},
keywords = {{IKEA; communication; photo-elicitation; cross-culture; retail image}},
language = {{eng}},
number = {{5}},
pages = {{447--467}},
publisher = {{Taylor & Francis}},
series = {{International Review of Retail Distribution & Consumer Research}},
title = {{Retail Image As Seen Through Consumers' Eyes: Studying international retail image through consumer photographs of stores}},
volume = {{17}},
year = {{2007}},
}