A Communication-Based Branding Model For Building Retail Service Brand Loyalty

Retail service brands are a ubiquitous feature of the retail landscape. This study notes parallels between communication theory and brand theory and uses three key points at which the two disciplines intersect to develop a communication-based branding model for building retail service brand loyalty. The key points of intersection are: (i) message (corporate and consumer level); (ii) competition; and (iii) feedback (retail service brand equity and loyalty intention). The study describes the development of the conceptual framework in detail and presents a series of testable research propositions. Finally, a discussion of the implications for academics and practitioners is provided, and opportunities for future qualitative and quantitative research are suggested.


Kuan-Yin Lee and Yin-Chiech Hsu (2009) ,"A Communication-Based Branding Model For Building Retail Service Brand Loyalty", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 359-360.


Kuan-Yin Lee, Central Taiwan University of Science and Technology
Yin-Chiech Hsu, National of Kaohsiung First University of Science and Technology


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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