Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5111231 | Journal of Retailing and Consumer Services | 2017 | 21 Pages |
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
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Social Sciences and Humanities
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Marketing
Authors
Tim Nierobisch, Waldemar Toporowski, Till Dannewald, Steffen Jahn,