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Retail store design and environment as branding support in the services marketing

Author

Listed:
  • Tudor Nistorescu
  • Catalin M. BARBU

    (University of Craiova, Craiova, Romania)

Abstract

The services are intangibles, therefore their quality is difficult to be evaluated by the client and building a strong brand image is a challenging task. The services are distributed using diverse channels such as: company retail stores, dealers, franchise. The service companies are interested in the environment of the location, not only to increase sells but also in order to boost the image of the company. The excitement that a retail store induces to a client can modify the perception of the brand. The client values more a brand that distributes its services in a luxury, high-tech retail environment than a discount store. In this paper we intended to investigate the techniques that a service company is using to enhance the brand image in a retail location. For this purpose, the various aspects of the retail store design and environment were analyzed in connection with the customer-based brand equity model. This original association will offer the services companies’ new perspectives on how to leverage brand image.

Suggested Citation

  • Tudor Nistorescu & Catalin M. BARBU, 2008. "Retail store design and environment as branding support in the services marketing," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 6(1), pages 11-17, November.
    • Handle: RePEc:aio:manmar:v:6:y:2008:i:1:p:11-17
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    File URL: http://www.mnmk.ro/documents/2008/2008-2.pdf
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    References listed on IDEAS

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    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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    Cited by:

    1. Ruxandra-Irina POPESCU & Razvan-Andrei CORBO?, 2011. "The Role Of Libraries In The Improvement Of Urban Competitiveness. The Contribution Of The Carol I Central University Library To The Development Of Bucharest," REVISTA ADMINISTRATIE SI MANAGEMENT PUBLIC, Faculty of Administration and Public Management, Academy of Economic Studies, Bucharest, Romania, vol. 2011(17), pages 82-95, December.
    2. Catalin Mihail BARBU & Radu Florin OGARCA & Mihai Razvan Constantin BARBU, 2010. "Branding In Small Business," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(S1), pages 31-38, June.
    3. Barbu Mihai Constantin Razvan & Popescu Marius Catalin, 2018. "Branding In Sport," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 35-41, October.
    4. Ruxandra-Irina POPESCU & Razvan-Andrei CORBOS, 2013. "Considerations On Public Diplomacy`S Role In Promoting Country Brand," Journal of Public Administration, Finance and Law, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 3(3), pages 135-151, June.
    5. Eugen BURDUs, 2011. "Shadow Management," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(6), pages 135-139, December.
    6. Razvan-Andrei CORBOS & Ruxandra-Irina POPESCU, 2012. "Prado Museum - Successful Model For Raising Competitiveness In The Romanian Cultural Organizations In The Context Of Urban Development," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 341-351, November.
    7. Ruxandra Irina POPESCU & Razvan-Andrei CORBOS, 2011. "Successful Strategic Practices in Building Malaysia’s Country Brand," REVISTA ADMINISTRATIE SI MANAGEMENT PUBLIC, Faculty of Administration and Public Management, Academy of Economic Studies, Bucharest, Romania, vol. 2011(16), pages 82-113, June.
    8. Jalal Rajeh Hanaysha, 2020. "Marketing Mix Elements and Corporate Social Responsibility: Do they Really Matter to Store Image?," Jindal Journal of Business Research, , vol. 9(1), pages 56-71, June.
    9. Ana-Claudia Ţapardel & Florin-Alexandru Alexe, 2012. "Strategic Directions for the Bucharest Strategy and City Brand," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(Special N), pages 720-737, November.

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    More about this item

    Keywords

    retail environment; brand architecture; point of sale marketing;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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