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The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity

Pierre-Yann Dolbec and Jean-Charles Chebat

Journal of Retailing, 2013, vol. 89, issue 4, 460-466

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.

Keywords: Brand experience; Flagship; Brand store; Branding; Retailing (search for similar items in EconPapers)
Date: 2013
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Handle: RePEc:eee:jouret:v:89:y:2013:i:4:p:460-466