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The link between offline brand attributes and corporate brand image in bookstores

The link between offline brand attributes and corporate brand image in bookstores Purpose – The purpose of this paper is to look into the relationship between the physical aspect of a retail store, product‐related attributes, personal interaction with customers and perceived reliability and corporate brand image in an offline or bricks and mortar context. Design/methodology/approach – The study is based on 511 interviews conducted in various bookstores and uses structural equation modelling as a statistical tool for concluding the above. Findings – The paper argues that physical aspect of a retail store, product‐related attributes and personal interaction with customers will have a significant and positive direct effect on the offline corporate brand image whilst there was no significant connection between reliability and corporate brand image. Research limitations/implications – The research has been conducted in one organisation, albeit a number of bookstores were scrutinized. Practical Implications – The paper's managerial contribution lies in its lessons for practitioners who want to understand what are the key drivers of corporate brand image in an offline context. It also provides a background for further studies which can extrapolate the current thinking into other sectors in order to validate or refute the results presented here. Originality/value – The paper scrutinizes the impact of: physical aspects; product related information; reliability; and personal interaction in the corporate brand image of a retail organisation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

The link between offline brand attributes and corporate brand image in bookstores

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420810875098
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to look into the relationship between the physical aspect of a retail store, product‐related attributes, personal interaction with customers and perceived reliability and corporate brand image in an offline or bricks and mortar context. Design/methodology/approach – The study is based on 511 interviews conducted in various bookstores and uses structural equation modelling as a statistical tool for concluding the above. Findings – The paper argues that physical aspect of a retail store, product‐related attributes and personal interaction with customers will have a significant and positive direct effect on the offline corporate brand image whilst there was no significant connection between reliability and corporate brand image. Research limitations/implications – The research has been conducted in one organisation, albeit a number of bookstores were scrutinized. Practical Implications – The paper's managerial contribution lies in its lessons for practitioners who want to understand what are the key drivers of corporate brand image in an offline context. It also provides a background for further studies which can extrapolate the current thinking into other sectors in order to validate or refute the results presented here. Originality/value – The paper scrutinizes the impact of: physical aspects; product related information; reliability; and personal interaction in the corporate brand image of a retail organisation.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: May 30, 2008

Keywords: Corporate branding; Brand image; Retailing; Bookselling; Shops

References