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The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity

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  • Dolbec, Pierre-Yann
  • Chebat, Jean-Charles

Abstract

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We provide retail marketers with avenues to offer increased in-store brand experiences by appealing to consumers’ emotions, senses, behaviors, and cognition.

Suggested Citation

  • Dolbec, Pierre-Yann & Chebat, Jean-Charles, 2013. "The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity," Journal of Retailing, Elsevier, vol. 89(4), pages 460-466.
    • Handle: RePEc:eee:jouret:v:89:y:2013:i:4:p:460-466
    DOI: 10.1016/j.jretai.2013.06.003
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    References listed on IDEAS

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