Purpose – The aim of this paper is to discuss how corporate brand images evolve in consumers' everyday life and its implications for the company's branding strategies. Design/methodology/approach – A conceptual discussion and a framework are presented that maps four alternative views on...

Purpose – The purpose of this paper is to further understanding of the roles that time and context play in consumers’ evolving brand image construction processes over time. Design/methodology/approach – This exploratory, qualitative research is based on the analysis and interpretation of...

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...

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...

Purpose – The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance. Design/methodology/approach – A qualitative approach is adopted by...

Purpose – The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance. Design/methodology/approach – A qualitative approach is adopted by...

Purpose – The purpose of this paper is to discuss and identify consumer-brand relationships in a luxury brand context. The focus is on consumer-brand relationship forms emerging in relation to step-down line extensions of luxury brands. The study is positioned within fashion industry....