Understanding Retailer Branding: From the Perspective of ConsumersShopping Value

摘要：

The purpose of this paper is to investigate customersshopping 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.

关键词： Retailer brand system Utilitarian shopping value Hedonic shopping value

作者: YU Chunling ZHAO Ping Mike BASTIN

作者单位: School of Economics and Management,Tsinghua University,P.R.China,100084 Northen Consortium United Kingdom,Beijing Centre,P.R.China,100006

会议类型: 国际会议

会议名称: 2008 Summit Internayional Marketing Management Conference(2008国际营销管理首脑会议)

会议地点: 天津

会议语种:英文

页码: 101-105

在线出版日期: 2008-05-01（万方平台首次上网日期，不代表论文的发表时间）