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The role of brand images in consumer practices: uncovering embedded brand strength

The role of brand images in consumer practices: uncovering embedded brand strength Purpose – The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength. Design/methodology/approach – By employing a qualitative approach, data are analysed based on three elements that constitute the practices: objects (what tools or resources are required in the practice), images involved, and competences (what competences does the practice require). Findings – The authors suggest practices as an additional unit of analysis for understanding brand strength based on image. Towards this end, the paper identifies and systematically categorises consumer practices and proposes that consumers develop novel and personal practices related to brands. The findings reveal embedded brand strength in mundane, routinised practices. Originality/value – The paper presents a novel approach for understanding the past (image heritage) and current (image‐in‐use) dimensions of brand images and their embeddedness in consumer practices. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

The role of brand images in consumer practices: uncovering embedded brand strength

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610421111166586
Publisher site
See Article on Publisher Site

Abstract

Purpose – The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength. Design/methodology/approach – By employing a qualitative approach, data are analysed based on three elements that constitute the practices: objects (what tools or resources are required in the practice), images involved, and competences (what competences does the practice require). Findings – The authors suggest practices as an additional unit of analysis for understanding brand strength based on image. Towards this end, the paper identifies and systematically categorises consumer practices and proposes that consumers develop novel and personal practices related to brands. The findings reveal embedded brand strength in mundane, routinised practices. Originality/value – The paper presents a novel approach for understanding the past (image heritage) and current (image‐in‐use) dimensions of brand images and their embeddedness in consumer practices.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Sep 20, 2011

Keywords: Image heritage; Image‐in‐use; Practice; Brand strength; Brand image; Consumers

References