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The secret to a fashion advantage is brand orientation

Bridson, Kerrie and Evans, Jody 2004, The secret to a fashion advantage is brand orientation, International journal of retail & distribution management, vol. 32, no. 8, pp. 403-411.

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Title The secret to a fashion advantage is brand orientation
Author(s) Bridson, Kerrie
Evans, Jody
Journal name International journal of retail & distribution management
Volume number 32
Issue number 8
Start page 403
End page 411
Publisher Emerald Group Publishing Ltd
Place of publication Bradford, England
Publication date 2004
ISSN 0959-0552
Keyword(s) brands
fashion
competitive advantage
product differentiation
Summary The purpose of this research was to develop a comprehensive measure of brand orientation and empirically examine whether a fashion retailer's brand orientation assists in explaining variations in its retail offer advantage over competitors. This study provides a conceptualisation and operationalisation of brand orientation within the context of fashion retailing. Four dimensions of brand orientation are introduced including distinctiveness, functionality, value adding and symbolic. The results suggest that the more brand oriented the fashion retailer, the greater its retail offer advantage over competitors. It concludes with new insights and suggestions for fashion retailers in driving greater differentiation and competitive advantage.
Notes Reproduced with the kind permission of the copyright owner. www.emeraldinsight.com/IJRDM.html
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©Emerald Group Publishing Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004359

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