Flagship stores for FMCG national brands: Do they improve brand cognitions and create favorable consumer reactions?

Tim Nierobisch, Waldemar Toporowski, Till Dannewald and Steffen Jahn

Journal of Retailing and Consumer Services, 2017, vol. 34, issue C, 117-137

Abstract: National brands have begun to engage in direct distribution, displaying the brand in its own biotope. Such operation of flagship stores is one means of forward verticalization. From samples of visitors to two flagship stores of fast-moving consumer goods brands, this study analyzes the effects of the flagship store visit on brand experience, brand equity, brand attachment, and loyalty. In the low-involvement FMCG context, flagship stores are useful for reinforcing brand experience. However, flagship store-fueled brand experience does not necessarily lead to favorable consumer reactions; its effect on future purchases is mediated by both brand equity and brand attachment.

Keywords: Flagship store; Brand experience; Consumer reactions; Fast-moving consumer goods (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:34:y:2017:i:c:p:117-137

DOI: 10.1016/j.jretconser.2016.09.014

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