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

Anne Rindell (CERS Centre for Relationship Marketing and Service Management, HANKEN School of Economics, Helsinki, Finland)
Oskar Korkman (Nokia, Helsinki, Finland)
Johanna Gummerus (CERS Centre for Relationship Marketing and Service Management, HANKEN School of Economics, Helsinki, Finland)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 20 September 2011

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.

Keywords

Citation

Rindell, A., Korkman, O. and Gummerus, J. (2011), "The role of brand images in consumer practices: uncovering embedded brand strength", Journal of Product & Brand Management, Vol. 20 No. 6, pp. 440-446. https://doi.org/10.1108/10610421111166586

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited