Retailers, it is said, are behaving as brands. Tests whetherretailers can be considered to be brands by comparing the currentpractices of British retailers against four criteria for a brand whichare developed from the existing literature on branding. The fourcriteria are that the brand should differentiate be capable of aseparate existence command a premium price and offer the customer somepsychic value. Concludes that retail brands not only exist but alsoexist in two forms the more obvious merchandise brands, commonly knownas ownbrand that are now marketed as more than generic commodities andthe less obvious process brand that represents the experience thatretailers provide. Argues that the process brand is purchased with theshoppers time rather than with their money. The process brand has valueto the retailer as it generates customer flow, customer loyalty andhigher expenditure.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Feb 1, 1992
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera