The influence of brand recognition on retail store image
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.
Keywords
Citation
Porter, S.S. and Claycomb, C. (1997), "The influence of brand recognition on retail store image", Journal of Product & Brand Management, Vol. 6 No. 6, pp. 373-387. https://doi.org/10.1108/10610429710190414
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited