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Retail Image As Seen Through Consumers' Eyes: Studying international retail image through consumer photographs of stores

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Author

Summary, in English

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.

Publishing year

2007

Language

English

Pages

447-467

Publication/Series

International Review of Retail Distribution & Consumer Research

Volume

17

Issue

5

Document type

Journal article

Publisher

Taylor & Francis

Topic

  • Social Sciences Interdisciplinary
  • Business Administration

Keywords

  • IKEA
  • communication
  • photo-elicitation
  • cross-culture
  • retail image

Status

Published

Project

  • Transferring International Retail Image

ISBN/ISSN/Other

  • ISSN: 0959-3969