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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:
author
organization
publishing date
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
Routledge
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
2007-12-21 15:18:17
date last changed
2016-04-15 20:17:48
@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},
  keyword      = {IKEA,communication,photo-elicitation,cross-culture,retail image},
  language     = {eng},
  number       = {5},
  pages        = {447--467},
  publisher    = {Routledge},
  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},
}