Essay about Market: Brand and Brand Experience

Submitted By cececolor
Words: 7203
Pages: 29
Open Document
Journal of Retailing 89 (4, 2013) 460–466

The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand
Attachment and Brand Equity
Pierre-Yann Dolbec a,1 , Jean-Charles Chebat b,∗ a Schulich School of Business, York University, 4700 Keele Street, Office N304K, Toronto, Ontario M3J 1P3, Canada b HEC Montreal, 3000 Chemin de la Côte-Sainte-Catherine, Montréal, Québec H3T 2A7, Canada

Abstract
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.
© 2013 New York University. Published by Elsevier Inc. All rights reserved.
Keywords: Brand experience; Flagship; Brand store; Branding; Retailing

What makes flagships so special? Flagships are brandished as the apex of branding. An expanding number of brands are now offering consumers experiential retail spaces tailored to deliver powerful brand experience (e.g., ESPN Zone: Kozinets et al. 2004; American Girl Place: Diamond et al. 2009; Niketown: Pe˜naloza 1998; Sherry 1998). Retailers use in-store brand experiences as a way to differentiate themselves from their competitors, improve their brand image and build brand awareness (Pine and Gilmore 1998) and branding strategy (Kozinets et al. 2002). Previous research regarding flagships focused on brand narrative (Kozinets et al. 2002), sociocultural branding
(Diamond et al. 2009), brand ideology (Borghini et al. 2009), and retail spectacle (e.g., Kozinets et al. 2004). These studies do not point out the differential impact of flagships vs. brand stores.
Our study is the first to measure the capacity of both types of store for building brands. By doing so, we test the degree to which flagships provide an increased brand experience compared to brand stores. We also suggest that store image impacts three brand constructs (brand attitude, brand attachment and brand equity) through brand experience. Our methodology allows us to provide information on effect sizes for these relationships, and to test them in a retail setting immediately following an

∗

Corresponding author. Tel.: +1 514 340 6846; fax: +1 514 340 6097.
E-mail addresses: pydolbec@yorku.ca (P.-Y. Dolbec), jean-charles.chebat@hec.ca (J.-C. Chebat).
1 Tel.: +1 416 736 2100x44648.

in-store brand experience. Finally, we address the limitations of previous studies on brand experiences (Brakus, Schmitt, and
Zarantonello 2009; Chang and Chieng 2006) by comparing different retail venues and introducing overlooked brand-related constructs. Brand experience is defined as the “subjective, internal consumer responses (sensations, feelings, and cognition) and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications and environments” (Brakus, Schmitt, and Zarantonello 2009, p.
53). Our use of this concept contributes to deepening the understanding of experiential marketing and provides researchers with a concept central to modeling experiential phenomena in shopping venues.
In the next section, we propose our conceptual framework.
We then present our methodology and measures, discuss our results, offer ways for retailers to provide increased brand experiences, and highlight the limitations of this study.
Conceptual framework and hypotheses
Our study focuses on the differential impact of flagships vs. brand stores. A flagship is a store “1) carrying a single brand of product, 2) owned by that brand’s manufacturer, and 3) operated
– at least in part – with the intention of reinforcing the brand rather than selling a product at a
Show More

Related Documents: Essay about Market: Brand and Brand Experience

Essay about Brand: Brand and Brand Strength

Title: Brand strength is the key to successful marketing; it affects positioning and drives competitive advantage. Student Number: 21013854 Name: WenYi ZHOU INTRODUCTION Brand cannot be defined as just one word or one particular. Brand is to be a trust, passion, belonging, action, security, good quality, a stamp for ownership, and a guarantee of a good source. Brand is a loge, a name, a slogan, a sign, a symbol, a color combination…

Words 2149 - Pages 9

Essay on LV Case Study

to be the largest luxury brand worldwide. There are several reason that can explain how Louis Vuitton gains its reputation. The brand is mastering on high quality and innovative leather products export from France to keep the “savoir-faire à la française”. The brand create its own reputation globally by building a strong brand image emphasized by luxury, high class image, elegance and prestige through always the same well known monogram. Its entry in the Japanese market in the 1970’s helped to strengthen…

Words 1248 - Pages 5

brand management Essay

Brand Management a. Critically examine the concepts of a brand’s “positioning”, its “position”, and its “essence/core values’. Brand Position Brand Position can be seen as a brand’s social standing in consumers’ minds. It is built by strong physical experience that customers gain from the brand. At the same time, “these brand experiences must be aligned with customer expectations and supportive of the brand position” (Semans, 2009). The establishment of the brand position also depends on how…

Words 1093 - Pages 5

The Importance Of Brand Equity And Customer Value

Introduction Brand equity and customer value The importance of the brand equity has always been emphasized worldwide. The value of the brand also call brand equity. Prasad and Dev (2000) said that brand equity is the method that let the consumer recognize the differentiation between you and others. From the one of the customer value, which is customer experience to determine the quality of a brand. Gala (1994) proposes that the only way to keep the company outstanding is to put the customer value…

Words 713 - Pages 3

Essay on Natura Case Study

should expand its business in Russian market is the critical issue of this case study. However, it is necessary to inspect pre-issue before we evaluate the international investment strategy. After reviewing whether the company is capable of dealing with globalization, we move on to measure the Natura’s international marketing strategy. Is Russian the best next step for Natura’s international foot for? If yes, we propose the possible alternatives for entering this market by minimizing the political risk…

Words 1161 - Pages 5

Brand final exam note Essay

Chapter 1 What is a brand? a name term sign symbol or design or a combination of them, intended to identify the goods and services of one seller of group of sellers and to differentiate from competition. Brand Elements Different components that identifies and differentiates a brand -Name, logo, symbol, package design, or other characteristic Can be based on people, places, things, and abstract images Brand versus Product Brand: Has dimensions that differentiate it in some way from other products…

Words 2334 - Pages 10

Essay on L'Oreal Expansion in China Case Study Report

different international markets. This report will discuss how L’Oreal gets into the Chinese cosmetic Market and the strategic to develop their brand in the Chinese market. L’Oreal acquires two famous Chinese cosmetic brands which are Yue-Sai and Mininurse. It is in order to entrance the market quickly and sales the most suitable products. The aim of this report is to define the challenge L’Oreal has been faced. Then it describes how L’Oreal managing their strategic in Chinese market. In addition, it gives…

Words 1438 - Pages 6

Reading Note Essay

Section 25 TA: Yiliang Hu Date: February 9, 2013 Paul Temporal, published in 2010 by John Wiley & Sons(Asia) Pte.Ltd. Advanced Brand Management (p.1-128) * The changing roles of brand management----business evolution and the consumer: the dreadful days of product focus, the emergence of market orientation, the age of the big brands, the realization of brand value(mergers and acquisitions; external investor relations; internal communications; marketing budget allocation; internal marketing…

Words 418 - Pages 2

How To Win As A Challenger Brand

& ASSOCIATES HOW TO WIN AS A CHALLENGER BRAND MAY 2013 1215 hightower trail building c atlanta, georgia 303050 • 770.519.1000 • kleberandassociates.com How to Win As a Challenger Brand Introduction Say the phrase “challenger brands” and classic marketing stories come to mind: Avis vs. Hertz, Coke vs. Pepsi, Apple vs. Microsoft. These are usually the stories of David vs. Goliath, with the smaller company boldly nibbling away at the market share of the industry giant, frequently achieving…

Words 4587 - Pages 19

Skoda case study Essay

year with a 12% world car market share. Key weakness that Skoda was able to identify Before 1999 Skoda was seen as low-budget and low-quality car, but after, under the ownership of Volkswagen AG, Skoda’s image changed. The quality and status of the car changed positively. Hence the brand image was not poor anymore, but was neither strong. For a brand to be successful…

Words 1265 - Pages 6