Refers to the overall perception, reputation, and impression that consumers have of a particular retail store. It encompasses the visual, emotional, and experiential associations people make with the store. A store's brand image is shaped by various elements, including: visual identity, product assortment, pricing strategy, customer service, in-store atmosphere, advertising, word-of-mouth and brand associations.
Published in Chapter:
The Love for In-Store Shopping: Decoding Store Brand Personality and Image as Predictors
Copyright: © 2024
|Pages: 17
DOI: 10.4018/979-8-3693-2754-8.ch021
Abstract
In the midst of e-commerce dominance, this chapter delves into the enduring allure of in-store shopping, examining the factors that sustain its relevance. Focusing on the interplay between store brand personality, image, and the pivotal concept of store brand love. Positive associations of store brand personality and image are posited to cultivate store brand love. The chapter proposes that store brand personality moderates the relationship between image and love. The chapter's contribution lies in providing insights for retailers, marketers, and brand managers, guiding strategies to fortify brick-and-mortar retail's competitive edge. In a dynamic retail landscape, this nuanced exploration reaffirms in-store shopping's significance, informing strategic decisions and marketing approaches for retailers.