Three essays on retail branding the makings of a great retail brand
Author : Chi Zhang
Publisher :
Page : 0 pages
File Size : 19,29 MB
Release : 2016
Category :
ISBN :
Three Essays on Retail Branding, the Makings of a Great Retail
Author : Chi Zhang
Publisher :
Page : 107 pages
File Size : 11,11 MB
Release : 2016
Category :
ISBN :
Book Description
Brands are valuable intangible assets with long-term benefits. In the retail industry, branding is of particular importance because of the highly competitive nature of the industry. Even though many of the important branding principles apply, retail brands are distinct from product brands. This dissertation aims to clarify the nature and dimensionality of retail brand equity and explore the effect of retail advertising on its market and financial performance. In the first essay, the primary antecedents of retail brand equity are examined using both functional and experiential dimensions of retail brand association. The results illustrate the salient role of the consumer shopping experience in cultivating retail brand equity and suggest that retailers are worth more than just the products they sell. Additionally, the assessment of several sources of shopping value and the consumer shopping experience in a retail setting can provide a good diagnostic tool for marketing practitioners. The second essay proposes and validates the resource premium as an outcome measure of retail brand equity. We developed our measurement in a retail clothing setting and validated it for retail grocery to prove its generalizability. We further validated the measure by examining its correlation with other commonly available measures and assessed the predictive validity of the measure by examining its relationship with a firm’s brand performance (Tobin’s q). The results show that our measure reflects the main underlying construct of retail brand equity and can also tap into dimensions of retail brand equity that other measures do not reflect. Finally, as retail continues to spend the most on advertising across all industries, the third essay aims to explore the effect of retail advertising on different retail brand performance metrics. Using longitudinal data of 113 retailers from 2008–2015, this study is the first to empirically examine whether the timing of advertising can influence a retailer’s performance, and in what way. The findings underscore the importance of advertising concentration and reveal a more comprehensive picture of how retail advertising really works.
Branding a Store
Author : Ko Floor
Publisher : Kogan Page Publishers
Page : 368 pages
File Size : 39,16 MB
Release : 2006
Category : Architecture
ISBN : 9780749448325
Book Description
Branding a Store shows how to build a strong, independent retail brand identity to remain competitive in today's global marketplace. First the book explains the distinction between retail brands and manufacturer brands, and assesses the increasing conflict between the two. The author explains in detail the potential benefits of a strong retail brand for both the retailer and the consumer. It discusses the factors to consider when positioning the brand: assortment; price; convenience; and customer experience. The author considers the three competitive strategies to follow to build a strong, distinct brand identity: increasing sales; cutting costs; and increasing differentiation from the competition. Then he explains the most effective ways to communicate with the consumer. Finally he offers insights into the future development of successful retail brands.
Three Essays on Retailing
Author : Yusong Wang
Publisher :
Page : 151 pages
File Size : 23,98 MB
Release : 2002
Category :
ISBN :
Book Description
The Big Book of Retail Design
Author : Katelijn Quartier
Publisher : Lannoo Meulenhoff - Belgium
Page : 337 pages
File Size : 32,21 MB
Release : 2023-07-05
Category : Business & Economics
ISBN : 9401490449
Book Description
This Big Book helpt je beslissingen nemen bij het ontwerpen van winkels. Met de komst van e-commerce is de rol die fysieke winkels spelen dramatisch veranderd. Hun bestaansrecht staat niet ter discussie, maar de nood aan een ander design voor deze winkels is hoog. Dit boek biedt de nodige kennis om de winkel voor de toekomst te ontwerpen. Het biedt een compleet overzicht van achtergrond en onderzoek over de noodzakelijke tools tot refecties over de uitdagingen van de toekomst.
Retail Design
Author : Ann Petermans
Publisher : Routledge
Page : 368 pages
File Size : 15,38 MB
Release : 2016-12-01
Category : Business & Economics
ISBN : 1317064569
Book Description
The late twentieth century saw rapid growth in consumption and the expansion of retailing and services. This was reflected in the number and type of stores and locations, from regional shopping malls and out-of-town superstores to concept and flagship stores. Retail design became an essential part of its success by creating distinctive brands and formats. However, the economic recession in the developed world and competition for consumer goods from the developing world has led to a re-assessment of the growth-led conventions of the retail industry. In addition, the rapid advance of e-commerce and online shopping has created new challenges for physical stores and the communication and distribution of retail brands. The book will provide students, researchers and practitioners a detailed assessment of retail design, taking a distinctive global approach to place design practice and theory in context. Chapters are devoted to key issues in the visual and structural contribution of design to retail brands and format development, and to the role of design in communication. In the course of the book, the authors engage with problems of convergence between retailing and other services and between the physical and virtual worlds, and also changing patterns of use, re-use and ownership of retail spaces and buildings. Retail Design concerns designers and organisations but also defines its broader contribution to society, culture and economy.
Contemporary Issues in Branding
Author : Pantea Foroudi
Publisher : Routledge
Page : 245 pages
File Size : 13,85 MB
Release : 2019-12-06
Category : Business & Economics
ISBN : 0429769121
Book Description
This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.
Reverse Design
Author : Ana Cristina Broega
Publisher : CRC Press
Page : 717 pages
File Size : 17,2 MB
Release : 2018-09-25
Category : Technology & Engineering
ISBN : 0429766327
Book Description
The collaboration between the Textile Department of the University of Minho and the Brazilian Association of Studies and Research (ABEPEM) has led to an international platform for the exchange of research in the field of Fashion and Design: CIMODE. This platform is designed as a biennial congress that takes place in different European and Latin American countries with the co-organization of another university in each location. The current edition was jointly organized by the University of Minho and the Centro Superior de Diseño de Moda (CSDMM) - Universidad Politécnica de Madrid. CIMODE's mission is to explore fashion and design from a social, cultural, psychological and communication perspective, and to bring together different approaches and perceptions of practice, education and the culture of design and fashion. Through an interdisciplinary dialogue and intercultural perspective, CIMODE wants to generate and present new scenarios about the present and future of fashion and design. ‘DISEÑO AL REVÉS’ (‘BACKWARD DESIGN’) was the central theme of the 4th CIMODE (Madrid, Spain, 21-23 May 2018), which produced a highly topical and relevant number of academic publications presented in this book.
Retail Space Analytics
Author : Ahmed Ghoniem
Publisher : Springer Nature
Page : 192 pages
File Size : 48,85 MB
Release : 2023-06-09
Category : Business & Economics
ISBN : 3031270584
Book Description
This edited volume presents state-of-the-art research that can leverage large-scale sensory data collected in grocery/retail stores where a single customer visit may generate nearly 10,000 data points. For decades, retail shelf space optimization has been confined to the analysis of product allocation decisions over a limited number of shelves, often taken in isolation. Such models incorporated interesting concepts relating to space and cross-space elasticity in the design of planograms. Although useful, these models have not addressed the bigger picture of planning store shelf space in a more holistic manner. It is important to note that the space planning analytics in the book are particularly important in an era where e-commerce is on the rise and brick-and-mortar retailing is declining and experiencing severe crises (the retail apocalypse).This is the first research-oriented book that examines novel problems in store space analytics, triggered by modern-day sensory technologies, customer trackers, and transactional tools (point-of-sales, etc.). In fact, such transformative technologies have prompted the development of new and exciting business practices, accompanied by the need for powerful data-driven models and analyses in retail shelf space and layout planning. The book will facilitate developing algorithms and decision tools that allow a better leverage of the data collected from these mediums.
A New Approach to Co-branding
Author : Pielah Kim
Publisher :
Page : pages
File Size : 42,71 MB
Release : 2015
Category :
ISBN :
Book Description
This dissertation contributed to a better understanding of the emerging phenomenon of art commercialization by examining the significant role of the visual artist as a brand. By identifying the limitations in the body of prior research that has focused on consumers' responses to images of art on products, this research framed the visual artist as a human brand and the subject to be used as an ingredient brand in the exploitation of art commercialization. The examination of a visual artist as an effective ingredient brand consisted of three independent streams of research on the properties and functions of visual artists. To first validate the salient benefits associated with using a visual artist, Paper 1 examined and identified the mechanism of artist contagion with relationship to a product's ability to capture the valuable essence of a visual artist by his/her presence in a retail domain. Next, upon confirmation of the positive artist contagion effect, Paper 2 investigated how the ingredient brand strategy of using a visual artist with a distinct personality affects the conceptualization of the fashion retailer. Specifically, Paper 2 demonstrated the expansion in personality dimensions of a fashion retailer that uses a visual artist with unique personality traits as its ingredient brand. Finally, Paper 3 found specific effects of visual artist ingredient branding on dimensions constituting retail branding: one, the store atmosphere impacting affect-driven shopping experience, and two, the product and its symbolic meaning of brand with which consumers identify. All studies in the three papers adapted the experimental method. The overarching theme of the three papers is that the personality of the visual artist as the ingredient brand affects the meaning and evaluation of a fashion retailer; the combination creates a dynamic brand personality for the fashion retailer.
