Influence of Brand Recognition on Retail Store Image

An exec summary pertaining to managers and executives can be found at the end of the article

The impact of brand acknowledgement on store image

Stephen S. Porter and Cindy Claycomb

A well-recognized and accepted manufacturer image is among the most valuable assets a firm owns. Brand managers and producers are concerned with managing brand equity and capitalizing on the cost of a brand photo (Aaker, 1991). A product or retail institution has many groups which incorporate to form its total impression. Few would argue that consumers form impressions of brands, and that these impressions later on exert an important influence about store choice decisions and shopping behaviors. Favorable photos of brands positively affect patronage decisions and purchase actions, while unfavorable images adversely influence this sort of decisions and behaviors. In other words, the images associated with the brands a store carries influence a store's image, which, influences consumers' decision-making procedures and manners. Consequently, brand image and retail graphic are with one another linked to one other. Informational cues If purchasers do not possess total information about a store, they make inferences from obtainable informational cues before building perceptions from the store (Monroe and Krishnan, 1985). Lately it has been suggested that the inferences buyers help to make about the goods quality of your store directly influence selling image (Baker et al., 1994). Company image often serves as a great informational "cue" used by potential buyers to form inferences about a store's merchandise top quality (Olshavsky, 1985). Knowing that company image assists form items quality inferences that influence buyers' awareness of retail image, we propose that two informational cues help purchasers form these kinds of inferences. 1st, the understanding level of brands carried by a store assists buyers form merchandise top quality inferences that influence their very own perceptions of retail image. Second, the existence of a brand(s) having solid awareness, identification, and top quality perceptions – an " anchor brand” – affects buyers' inference-making and opinions of retail image. This perspective shows that brand and retail managers need to be worried not only while using influence that specific anchor brands' pictures have on a retail store's image, yet also the effect that the general image of the brand name mix carried by a retail outlet has on buyers' perceptions of the retail store's image. The goal of the current studies to report on a study that investigates how company image immediately influences retail image. Particularly, we check out the affect of the existence of an anchor brand and the number of well-known name brands carried by a store in buyers' perceptions of selling image. A model is shown that depicts the proposed relationships. Effects of an disovery study to test the selections of the model are reviewed. Based on the findings, bureaucratic implications and recommendations for brand managers and retailers are supplied. JOURNAL OF PRODUCT & BRAND MANAGING, VOL. 6th NO . 6th, 1997 pp. 373-387 © MCB COLLEGE OR UNIVERSITY PRESS, 1061-0421 373

Style Figure you identifies the proposed interactions between goods quality inferences formed from brand image and the buyers' associated awareness of retail image. Store image The idea of retail store picture first came of interest when ever Pierre Martineau (1958) defined the " personality from the retail store. ” Since that pronouncement, it includes generally recently been acknowledged that, over time, consumers form feelings and thoughts associated with shops, and that these overall thoughts strongly impact their shopping and patronage behaviors. Store image can be an overall impression of a store as recognized by customers (Keaveney and Hunt, 1992). One of the generally accepted formal definitions of retail store image is could be cognitions and emotions which might be inferred via perceptions or perhaps memory advices that are attached with a...



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