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Keywords: Image-in-use
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Journal Articles
Context and time in brand image constructions
Available to Purchase
Journal of Organizational Change Management (2014) 27 (5): 756–768.
Published: 11 August 2014
... that many other past brand-related experiences also may have direct, influential inputs to real-time brand image formations. In turn, Rindell (2007) introduces the concepts of image heritage and image-in-use. Image heritage embodies consumers’ past brand-related experiences; image-in-use refers...
