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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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Title The role of brand orientation in explaining retail offer advantage
Author(s) Bridson, Kerrie
Evans, Jody
Mavondo, Felix
Conference name European Association for Education and Research in Commercial Distribution Conference (12th : 2003 : Paris, France)
Conference location Paris, France
Conference dates 3-4 July 2003
Title of proceedings EAERCD 2003 : 12th European Association for Education and Research in Commercial Distribution conference proceedings
Editor(s) Magis, Helena
Publication date 2003
Conference series European Association for Education and Research in Commercial Distribution Conference
Start page 1
End page 12
Publisher ESCP-EAP/CERIDICE
Place of publication Paris, France
Keyword(s) brand orientation
retail offer
Summary 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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ISBN 2914844182
9782914844185
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2003, EAERCD
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006239

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