Flagship stores for FMCG national brands: Do they improve brand cognitions and create favorable consumer reactions?

Nierobisch, Tim; Toporowski, Waldemar; Dannewald, Till; Jähn, Steffen

doi:10.1016/j.jretconser.2016.09.014

Cited by 34 publications

(26 citation statements)

References 101 publications

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“…Consumers' experience with a physical store influences brand equity (Dolbec and Chebat, 2013;Nierobisch et al, 2017) as the experiences linked to a store engage consumers in actively constructing their relationship with a brand (e.g. Pine and Gilmore, 1998).…”

Section: Effects Of Store Brand Experience On Brand Equitymentioning

confidence: 99%

Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions?

Baek

Choo

Wei³

et al. 2020

IJRDM

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PurposeAs consumers spend more time shopping online, traditional retailers are facing a decline in on-site shoppers. To help the industry in the omnichannel era, we propose that a virtual tour of a store could affect brand equity and promote store visit intentions, based on a well-established brand experience account.Design/methodology/approachThe virtual tour stimuli were created using 360-degree photos of real stores. Participants explored the store virtually and then completed an online survey. With 240 responses drawn from the general population in the US, structural equation modelling (SEM) was used.FindingsResults showed that store brand experiences significantly affected consumers and the four brand experience dimensions exerted differentiated effects. Sensory and behavioural experiences directly increased intentions to visit the store, whereas intellectual and emotional experiences promoted visit intentions via enhanced brand equity.Originality/valueThis is the first retail study investigating a virtual tour through the lens of brand experience. It is also one of a handful that examined the distinctive effects of the four brand experience dimensions, which deserve scholars’ attention and further inquiry. The virtual tour can be a powerful branding tool in the online-dominant retailing era. Retailers can employ a virtual tour not only to increase brand equity but also to cultivate consumers’ intentions to visit their stores. Furthermore, the use of 360-degree interactive media to evoke the virtual experience of a store renders higher generalizability and extendibility in future research and practice.

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Section: Effects Of Store Brand Experience On Brand Equitymentioning

confidence: 99%

Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions?

Baek

Choo

Wei³

et al. 2020

IJRDM

View full text Add to dashboard Cite

show abstract

“…At the same time, the previous literature suggests that the effect of the brand experience on the WOM recommendation occurs indirectly, through one's attitude toward the brand as well as the brand equity. Indeed, there is sufficient evidence to propose that brand attitude [93][94][95] and brand equity [96,97] have a positive effect on brand WOM recommendations. Hence, we hypothesize: Hypothesis 7 (H7).…”

Section: Hypothesis 6 (H6) a Multi-sensory Brand Experience Has A Positive Direct Effect On Brand Recommendations (Wom)mentioning

confidence: 99%

Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand

Suárez

Yagüe

2021

Sustainability

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The last decade has seen an exponential growth in published articles related to the influence of marketing events on destinations. However, there is still a need for empirical research about the effect that organized events built upon sensorial components have on different variables related to participants’ attitudes and behaviors, as such events have the ability to provide unique experiences and emotions. Therefore, this research focuses on the impact of a sustainable multi-sensory event marketing that promotes the interests of the organizing service company (a marina brand), alongside those of the host location, by associating the brand destination with this specific activity. By surveying attendees to a summer event aimed at enhancing visits to an area in Palma de Mallorca (Spain) and by adopting structural equation modeling estimation, the study shows that people’s positive valuations of the event had an impact on their word-of-mouth recommendation of the brand. Thus, visitors’ emotional experience was tied to their post-visit brand attitudes and brand equity. Based on the results, the study makes practical suggestions for branding in a sustainable destination, especially in relation to incorporating experiential elements in company-organized special events.

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“…Indeed, even advanced eyewear disruptor Warby Parker opened a lead store in New York City to make an exceptional brand understanding for its clients (Kasperkevic, 2013). An association's legacy, item development, personalized administration, and selective, future product offerings are shown as a way to encounter the brand in an uncommon manner, adding to what shoppers definitely know from conventional brand contact points (Borghini et al, 2009;Nierobisch et al, 2017). Developing writing has recognized the job of lead and spring-up stores in brand correspondences (e.g., Kozinets et al, 2002;Dolbec and Chebat, 2013;Klein et al, 2016); be that as it may, information is as yet restricted about the capability of these stores to refresh buyers' perspective of the brand from previous encounters and produce sales, especially in the non-luxury segment of retail.…”

Section: Literature Reviewmentioning

confidence: 99%

Experiential Retailing Leveraged by Data Analytics

Dastidar

Ambekar

Hudnurkar

et al. 2021

International Journal of Business Intelligence Research

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The purpose of the study is to establish how in retail industry consumer data can be leveraged and analysed to provide customers an enhance shopping experience. Popular machine learning algorithms related to text mining aids in parsing the natural language and helps to understand the brand image and what the brand currently is lacking. In the last decade, although ecommerce brought a revolution in retail industry, shopping trends show that consumers spend more in offline store than online. The rise of omni-channel retailing and data-driven decision-making are shifting retailer focus to providing enhanced in-store customer experiences. Retailers are trying to find ways to stand out in the highly competitive environment. The solution to this problem is providing retailtainment. This study helps to understand how the available customer data is to be analysed to create unique experiences and enable experience-based stores. The results of this study will help a retail company understand how omnichannel play an important role creating customer engagement strategies.

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Flagship stores for FMCG national brands: Do they improve brand cognitions and create favorable consumer reactions?

Cited by 34 publications

References 101 publications

Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions?

Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions?

Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand

Experiential Retailing Leveraged by Data Analytics

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