The role of brand orientation in explaining retail offer advantage
Contribuinte(s) |
Magis, Helena |
---|---|
Data(s) |
01/01/2003
|
Resumo |
We provide a conceptualisation and operationalisation of brand orientation within the context of retailing. We then empirically test this operationalisation in terms of a retail offer advantage across the dimensions of merchandise, trading format, customer service and customer communication. Our results suggest that the degree to which a retailer values brands and its practices are oriented towards building brand capabilities provides a valuable theoretical framework to explain variations in retailers' advantage over their competitors.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
ESCP-EAP/CERIDICE |
Relação |
http://dro.deakin.edu.au/eserv/DU:30006239/bridson-roleofbrand-2007.pdf |
Direitos |
2003, EAERCD |
Palavras-Chave | #brand orientation #retail offer |
Tipo |
Conference Paper |