The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity

Autor:	Pierre-Yann Dolbec, Jean-Charles Chebat
Rok vydání:	2013
Předmět:	Marketing Brand management Corporate branding Brand extension business.industry Brand awareness Brand experience Advertising Brand equity business
Zdroj:	Journal of Retailing. 89:460-466
ISSN:	0022-4359
Popis:	How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We provide retail marketers with avenues to offer increased in-store brand experiences by appealing to consumers’ emotions, senses, behaviors, and cognition.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e0f54cc0c2cf2fb6d8d5ef00267b7126 https://doi.org/10.1016/j.jretai.2013.06.003 Zobrazit plný text záznamu Full Text from ScienceDirect