Chen, Shaoyuan, Wang, Pengji, and Wood, Jacob (2024) Exploring the holistic nature of a multi-level retail brand: a scoping review. Journal of Product & Brand Management. (In Press)

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Abstract

Purpose – Given that existing retail brand research tends to treat each level of a retail brand as a separate concept, this review aims to unveil the holistic nature of a multi-level retail brand, considering the distinctiveness of each level and the interrelationships between the images of different levels.

Design/methodology/approach – This study employs a scoping review approach that includes 478 retail brand articles. Subsequently, a thematic analysis method is applied.

Findings – The brand attributes that shape the distinct image of each retail brand level encompass diverse intrinsic and extrinsic attributes. Moreover, the holistic nature of a multi-level retail brand is formed by the interrelationships between the images of different levels, which are reflected in the presence of common extrinsic attributes and their interplay at attribute, benefit and attitude levels.

Originality/value – Theoretically, this review provides conceptual clarity by unveiling the multilevel yet holistic nature of a retail brand, helping researchers refine and extend existing theories in retail branding, while also providing new research opportunities in this field. Practically, the findings could guide retailers in implementing differentiated branding strategies at each level while achieving synergy across all levels.

Item ID:	82600
Item Type:	Article (Research - C1)
ISSN:	2054-1643
Keywords:	Private label, Store brand, Platform brand, Retail corporate brand, Retail brand
Copyright Information:	© Emerald Publishing Limited
Date Deposited:	01 May 2024 00:49
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory @ 20% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3504 Commercial services > 350404 Retail @ 80%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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