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Retail Image As See...
Retail Image As Seen Through Consumers' Eyes: Studying international retail image through consumer photographs of stores
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Burt, Steve (författare)
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- Johansson, Ulf (författare)
- Lund University,Lunds universitet,Företagsekonomiska institutionen,Ekonomihögskolan,Department of Business Administration,Lund University School of Economics and Management, LUSEM
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- Thelander, Åsa (författare)
- Lund University,Lunds universitet,Institutionen för tjänstevetenskap,Samhällsvetenskapliga institutioner och centrumbildningar,Samhällsvetenskapliga fakulteten,Department of Service Studies,Departments of Administrative, Economic and Social Sciences,Faculty of Social Sciences
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(creator_code:org_t)
- 2007
- 2007
- Engelska.
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Ingår i: International Review of Retail Distribution & Consumer Research. - 0959-3969. ; 17:5, s. 447-467
- Relaterad länk:
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https://lup.lub.lu.s...
Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Annan samhällsvetenskap -- Tvärvetenskapliga studier inom samhällsvetenskap (hsv//swe)
- SOCIAL SCIENCES -- Other Social Sciences -- Social Sciences Interdisciplinary (hsv//eng)
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- IKEA
- communication
- photo-elicitation
- cross-culture
- retail image
Publikations- och innehållstyp
- art (ämneskategori)
- ref (ämneskategori)
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