The influence of brand recognition on retail store image

The influence of brand recognition on retail store image 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

The influence of brand recognition on retail store image

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
D.O.I.
10.1108/10610429710190414
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Dec 1, 1997

Keywords: Brand awareness; Brand image; Stores

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