Article1997

The influence of brand recognition on retail store image

226 citations0/0 files storedJournal of Product & Brand Management

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Investigates the relationship between brand characteristics ‐ awareness level and image ‐ and their influence on consumers’ perceptions of retail image. Proposes a model of relationships between the number of recognizable brands carried by a retail establishment, the presence/absence of an anchor brand, and perceptions of retail image. Presents the analysis and results of a study designed to test the model. In addition, develops and tests a measure of retail store image. Indicates that one tactic for ensuring a favorable retail store image is a merchandise mix composed of a relatively high number of brands possessing high brand awareness, and one or more brands with a strong brand image. Offers recommendations for both brand and retail managers.

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References

1991Managing brand equity : capitalizing on the value of a brand name.1994The Influence of Store Environment on Quality Inferences and Store Image 1986Exploring the Development of Store Images 1992Conceptualization and Operationalization of Retail Store Image: A Case of Rival Middle-Level Theories

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