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Keywords: Image‐in‐use
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Journal Articles
The role of brand images in consumer practices: uncovering embedded brand strength
Available to Purchase
Journal of Product & Brand Management (2011) 20 (6): 440–446.
Published: 20 September 2011
... 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. Image heritage Image‐in‐use Practice Brand strength Brand image Consumers Our goal is to compile the brand specific...
