The Experts below are selected from a list of 5355 Experts worldwide ranked by ideXlab platform
Catherine Viot - One of the best experts on this subject based on the ideXlab platform.
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how store brands build retailer brand image
International Journal of Retail & Distribution Management, 2012Co-Authors: Florence Kremer, Catherine ViotAbstract:Purpose – The purpose of this research is to highlight the role store brands can play in retail branding. Does an image transfer take place between store brands and the retailer brand? To address this issue, the authors propose to identify and test the dimensions of image transfer from the store brand to the retailer brand.Design/methodology/approach – A qualitative study of 138 consumers helped to complete the attributes of store brand image and retailer brand image identified in the literature. A total of 322 customers of three major French retailers responded to a questionnaire. The data collected were tested in a structural equation model.Findings – Results indicate that store brands have a positive impact on the retailer image. The price image of the store brand is positively related to the retailer price image. The values that customers associated with store brands improve the retailer brand image in terms of its values.Research limitations/implications – Store brands are considered as a whole, with...
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How store brands build retailer brand image
International Journal of Retail and Distribution Management, 2012Co-Authors: Florence Kremer, Catherine ViotAbstract:Purpose: The purpose of this research is to highlight the role store brands can play in retail branding. Does an image transfer take place between store brands and the retailer brand? To address this issue, the authors propose to identify and test the dimensions of image transfer from the store brand to the retailer brand. Design/methodology/approach: A qualitative study of 138 consumers helped to complete the attributes of store brand image and retailer brand image identified in the literature. A total of 322 customers of three major French retailers responded to a questionnaire. The data collected were tested in a structural equation model. Findings: Results indicate that store brands have a positive impact on the retailer image. The price image of the store brand is positively related to the retailer price image. The values that customers associated with store brands improve the retailer brand image in terms of its values. Research limitations/implications: Store brands are considered as a whole, without distinction between product categories. The paper focuses on standard store brands only, excluding “premium” store brands. Practical implications: Retailers can find a rationale for investing in their store brand range in order to differentiate themselves from their competitors. Managers should ensure that their store brands' image is seen as congruent with their own retailer brand image. In particular, more attention should be paid to the values reflected by the store brands and the store brands' price image. Originality/value: The results indicate that store brands not only benefit from the strength of the retailer brand, but they also contribute, in a reciprocal way, to the improvement of the retailer image.
Pui-sze Chow - One of the best experts on this subject based on the ideXlab platform.
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brand loyalties in designer luxury and fast fashion co branding alliances
Journal of Business Research, 2017Co-Authors: Bin Shen, Tsan-ming Choi, Pui-sze ChowAbstract:Fast fashion brands, such as H&M, have co-branding projects with designer luxury brands. However, how the brand loyalties of the associated brands theoretically affect the co-branding's performance is largely unknown. Motivated by the observed industrial practices, we build a formal analytical model to examine the impacts of brand loyalty on revenues in luxury and fast fashion co-branding. The commonly adopted schemes in industry such as the profit sharing scheme, fixed-royalty scheme and mergers scheme are examined to investigate the brand performance. It is analytically found that the associated brands would perform best under the mergers scheme. This implies that the internal cooperation within a big group is the most desirable strategy for co-branding. Moreover, we provide the analytical evidence that fast fashion brands should work with well-known luxury fashion brands for brand alliance.
Dale Miller - One of the best experts on this subject based on the ideXlab platform.
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brand management to protect brand equity a conceptual model
Journal of Brand Management, 2010Co-Authors: Simon David Munyaradzi Mzungu, Bill Merrilees, Dale MillerAbstract:Corporate and product brands are increasingly accepted as valuable intangible assets of organisations, evidence of which is apparent in the reported financial value that strong brands fetch when traded in the mergers and acquisitions markets. However, while much attention is paid to conceptualising brand equity, less is paid to how brands should be managed and delivered in order to create and safeguard brand equity. In this article we develop a conceptual model of corporate brand management for creating and safeguarding brand equity. We argue that while legal protection of the brand is important, by itself it is insufficient to protect brand equity in the long term. We suggest that brand management ought to play an important role in safeguarding brand equity and propose a three-stage conceptual model for building and sustaining brand equity comprising: (1) adopting a brand- orientation mindset, (2) developing internal branding capabilities, and (3) consistent delivery of the brand. We put forward propositions, which, taken together, form a theory of brand management for building and safeguarding brand equity. We illustrate the theory using 14 cases of award-winning service companies. Their use serves as a demonstration of how our model applies to brand management practice.
Hye-shin Kim - One of the best experts on this subject based on the ideXlab platform.
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The relationship between consumer involvement and brand perceptions of female cosmetic consumers
Journal of Brand Management, 2009Co-Authors: Michelle F Guthrie, Hye-shin KimAbstract:This study investigates young women's involvement with cosmetics using Kapferer and Laurent's consumer involvement profile (CIP). Using the CIP, five cosmetic consumer types are identified and their perceptions for cosmetic brands are compared. An electronic survey measuring consumer involvement, brand personality and brand attitude was administered to a sample of female participants at a mid-Atlantic university in the United States. Cluster analysis was used to identify consumer types and multiple regression analysis was used to determine the relationship between brand personality and brand attitude within each consumer type for the three most popular American cosmetic brands identified for the female sample. This study pinpointed five consumer involvement types for the young female cosmetic market. Results showed that a combination of brand personalities predict a positive brand attitude in every consumer type across all three cosmetic brands. Interesting similarities, as well as differences, in brand perceptions were found across consumer types and brands. Brand personality ‘competence’ appeared as the most common predictor of a positive brand attitude across all brands and consumer types. This study shows that segmenting young females into cosmetic involvement types can provide useful tools for marketers to better understand the dynamics of brand perceptions in relation to consumer groups and specific cosmetic brands. In addition, the results provide special insight into gauging consumer perceptions and developing successful brand strategies.
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examination of brand personality and brand attitude within the apparel product category
Journal of Fashion Marketing and Management, 2000Co-Authors: Hye-shin KimAbstract:Apparel brands are heavily reliant on emotional appeal and creation of imagery to achieve consumer recognition and interest. This study examines how US female consumers compare and form impressions of competing national apparel brands. More specifically, this study examines consumer perceptions of five brand personality traits for various apparel brands and the relationship between brand personality and brand preference. Findings from this study show that although personality expectations for apparel brands differ, brands with favourable brand attitude have favourable competent ratings. Also, for brands with similar personality patterns, similarities could be found for such characteristics as product lines offered, brand image, retailing format, etc.
Florence Kremer - One of the best experts on this subject based on the ideXlab platform.
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how store brands build retailer brand image
International Journal of Retail & Distribution Management, 2012Co-Authors: Florence Kremer, Catherine ViotAbstract:Purpose – The purpose of this research is to highlight the role store brands can play in retail branding. Does an image transfer take place between store brands and the retailer brand? To address this issue, the authors propose to identify and test the dimensions of image transfer from the store brand to the retailer brand.Design/methodology/approach – A qualitative study of 138 consumers helped to complete the attributes of store brand image and retailer brand image identified in the literature. A total of 322 customers of three major French retailers responded to a questionnaire. The data collected were tested in a structural equation model.Findings – Results indicate that store brands have a positive impact on the retailer image. The price image of the store brand is positively related to the retailer price image. The values that customers associated with store brands improve the retailer brand image in terms of its values.Research limitations/implications – Store brands are considered as a whole, with...
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How store brands build retailer brand image
International Journal of Retail and Distribution Management, 2012Co-Authors: Florence Kremer, Catherine ViotAbstract:Purpose: The purpose of this research is to highlight the role store brands can play in retail branding. Does an image transfer take place between store brands and the retailer brand? To address this issue, the authors propose to identify and test the dimensions of image transfer from the store brand to the retailer brand. Design/methodology/approach: A qualitative study of 138 consumers helped to complete the attributes of store brand image and retailer brand image identified in the literature. A total of 322 customers of three major French retailers responded to a questionnaire. The data collected were tested in a structural equation model. Findings: Results indicate that store brands have a positive impact on the retailer image. The price image of the store brand is positively related to the retailer price image. The values that customers associated with store brands improve the retailer brand image in terms of its values. Research limitations/implications: Store brands are considered as a whole, without distinction between product categories. The paper focuses on standard store brands only, excluding “premium” store brands. Practical implications: Retailers can find a rationale for investing in their store brand range in order to differentiate themselves from their competitors. Managers should ensure that their store brands' image is seen as congruent with their own retailer brand image. In particular, more attention should be paid to the values reflected by the store brands and the store brands' price image. Originality/value: The results indicate that store brands not only benefit from the strength of the retailer brand, but they also contribute, in a reciprocal way, to the improvement of the retailer image.