Rindell, Anne; Edvardsson, Bo; Strandvik, Tore - In: Journal of Product & Brand Management 19 (2010) 6, pp. 423-431
Purpose – The purpose of this paper is to introduce a tool for mapping how consumers' past experiences influence the consumer's present corporate brand image. Design/methodology/approach – A qualitative approach was used for analysing in‐depth conversational interviews collected on three...