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

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• 作者：Pierre-Yann Dolbec ; Jean-Charles Chebat
• 关键词：Brand experience ; Flagship ; Brand store ; Branding ; Retailing
• 刊名：Journal of Retailing
• 出版年：December, 2013
• 年：2013
• 卷：89
• 期：4
• 页码：460-466
• 全文大小：293 K

文摘

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鈥?emotions, senses, behaviors, and cognition.