The Reciprocity of Corporate and Retail Store Image: the Moderating Role of Corporate Brand Dominance and Evaluation Approach

In the 3 (brand level stimuli) x 2 (branding strategy) x 2 (evaluation approach) experimental design the reciprocity on the relation between the corporate and retail store image and its variation due to the moderating effects corporate brand dominance and evaluation approach is examined. Results underline that corporate and retail store image are highly dependent in terms of feedback loops. In exploring this interaction, a monolithic branding strategy in a holistic culture is advisable when benefiting from transfer effects.

Citation:

Markus Taube, Pennemann Karin, and Swoboda Bernhard (2011) ,"The Reciprocity of Corporate and Retail Store Image: the Moderating Role of Corporate Brand Dominance and Evaluation Approach", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: .