The New Dimensions of Store Image and Their Marketing Effects in the Era of Corporate Branding: An Improvement to the Attribute-based Measurement

Abstract

Abstract:

Corporate branding is an important trend. Store image determines customer attraction of retailers. Based on corporate brand associations, we improve the traditional attribute-intensive measurement with some integrate factors, and introduce four dimensions of store image, i.e., corporate ability associations(CA), corporate name associations(NA), corporate social responsibility associations(CSR), and store overall price level associations(OPL), which can provide a useful framework for market positioning and retail image management of stores. The SEM results show that CA and NA can directly, and through store evaluation, affect the perceived quality of store brand, CSR only affects store evaluation, but OPL affects neither store evaluation nor the perceived quality of store brand.

Key words: corporate brand, store image, brand association

Li Pengju, Chao Gangling, Huang Pei. The New Dimensions of Store Image and Their Marketing Effects in the Era of Corporate Branding: An Improvement to the Attribute-based Measurement[J]. , 2017, 29(1): 187-198.

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