Mapping the “roots” of the consumer's image‐in‐use of companies

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 IKEA markets (Sweden, Finland, and Germany). Findings – The study shows that the tool gives an understanding of how past and present brand experiences are inter‐dependent. Practical implications – The paper gives management an insight into consumers' perspectives of their corporate brand. Originality/value – The value of the paper is that it offers a practical tool for mapping the roots of companies' current corporate brand images.