The role of brand orientation in explaining retail offer advantage
Bridson, Kerrie, Evans, Jody and Mavondo, Felix 2003, The role of brand orientation in explaining retail offer advantage, in EAERCD 2003 : 12th European Association for Education and Research in Commercial Distribution conference proceedings, ESCP-EAP/CERIDICE, Paris, France, pp. 1-12.
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We provide a conceptualisation and operationalisation of brand orientation within the context of retailing. We then empirically test this operationalisation in terms of a retail offer advantage across the dimensions of merchandise, trading format, customer service and customer communication. Our results suggest that the degree to which a retailer values brands and its practices are oriented towards building brand capabilities provides a valuable theoretical framework to explain variations in retailers' advantage over their competitors.
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Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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