ABSTRACT

This chapter builds on the corporate heritage area by discussing how customers construct corporate images over time and connect corporate image heritage with corporate heritage. The customer-focused concept corporate image heritage connects past and present experiences and perceptions with future expectations in customers' corporate images construction processes in the present. Exploring customers' corporate image heritage can deepen customer understanding by providing data on consumers' de facto interpretation frameworks in relation to the company. The chapter discusses the customer-focused concept of corporate image heritage as it relates to the event-time view. It presents discusses the time dimension of corporate images based on the concept of corporate image heritage; with corporate image heritage, 'memories don't simply record consumers' past; they link their past, present and future'. The chapter introduces the concept of corporate image heritage to explain how past and present experiences and perceptions merge with future expectations in customers' corporate image construction processes in the present.