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

Dolbec, Pierre-Yann; Chebat, Jean-Charles
December 2013
Journal of Retailing;Dec2013, Vol. 89 Issue 4, p460
Academic Journal
Highlights: [•] Store image strongly impacts brand attitude, brand attachment, and brand equity through the mediation of brand experience. [•] Brand experience is introduced as a new mediator to the academic retailing literature. [•] For the same brand, the store type (flagship vs. brand store) moderates the impact of store image on brand experience. [•] The impact of store image on brand experience is increased for the flagship. [•] Consumers’ in-store brand experiences can be increased by appealing to their emotions, senses, behaviors, and cognition.


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