Exploring the holistic nature of a multi-level retail brand: a scoping review

Abstract

Purpose Given that existing retail brand research tends to treat each level of a retail brand as a separate concept, this paper aims to unveil the holistic nature of a multi-level retail brand, considering the distinctiveness of each level and the interrelationships between the images of different levels. Design/methodology/approach This study uses a scoping review approach that includes 478 retail brand articles. Subsequently, a thematic analysis method is applied. Findings The brand attributes that shape the distinct image of each retail brand level encompass diverse intrinsic and extrinsic attributes. Moreover, the holistic nature of a multi-level retail brand is formed by the interrelationships between the images of different levels, which are reflected in the presence of common extrinsic attributes and their interplay at attribute, benefit and attitude levels. Originality/value Theoretically, this review provides conceptual clarity by unveiling the multi-level yet holistic nature of a retail brand, helping researchers refine and extend existing theories in retail branding, while also providing new research opportunities in this field. Practically, the findings could guide retailers in implementing differentiated branding strategies at each level while achieving synergy across all levels.

(Relative) size matters: a content analysis of front-of-packaging cue proportions and hierarchies

“…This communication between brands and consumers is essential in the retail space where a brand’s capacity to engage potential consumers is silent and highly cluttered. Packaging is critical to marketing as its graphical, textural and structural design serve as powerful means to enhance brand impressions and consumers’ perceptions of product attributes (Chen, 2021) to form a distinct brand image (Chen et al. , 2024).…”

“…This communication between brands and consumers is essential in the retail space where a brand's capacity to engage potential consumers is silent and highly cluttered. Packaging is critical to marketing as its graphical, textural and structural design serve as powerful means to enhance brand impressions and consumers' perceptions of product attributes (Chen, 2021) to form a distinct brand image (Chen et al, 2024). This is constructed through the cue types used, their sizes relative to others and how particular cues are favoured over others to establish a competing or complementary brand image within a particular product sub-category.…”