Understanding Retailer Branding: From the Perspective of Consumers'Shopping Value

摘要

The purpose of this paper is to investigate customers'shopping value to provide a better understanding of the retailer brand system and how retailers create their brands,paying special attention to the aspects of the shopping value customers pursue during consumption activities.This study recognizes that consumer shopping value manifests itself in both utilitarian and hedonic terms and a multi-faceted construct exists in utilitarian and hedonie shopping value,respectively.Based on this finding,we propose a conceptual framework which outlines the totality of the retailer brand system while also delineating interrelated but separate components;product-based,service-based,and store-based retailer brand.Finally,the implications for research and retailer managers are discussed.