Exploring context and time in brand image construction through online consumer narratives

The present paper explores the role of context and time in consumers' brand image construction. Earlier studies show that inputs from consumers' relevant past experiences, the image heritage, are important influencers in their current brand image construction processes. The present paper advances this understanding by focusing on how context often defines which past experiences become important influencers in the current brand image construction process. The paper highlights the role of context and time in brand image construction which has been surprisingly underscored in the branding literature. The interpretation of the online narratives shows that time and context are essential in understanding how consumers construct images.