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The secret to a fashion advantage is brand orientation
The purpose of this research was to develop a comprehensive measure of brand orientation and empirically examine whether a fashion retailer's brand orientation assists in explaining variations in its retail offer advantage over competitors. This study provides a conceptualisation and operationalisation of brand orientation within the context of fashion retailing. Four dimensions of brand orientation are introduced including distinctiveness, functionality, value adding and symbolic. The results suggest that the more brand oriented the fashion retailer, the greater its retail offer advantage over competitors. It concludes with new insights and suggestions for fashion retailers in driving greater differentiation and competitive advantage.
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Journal
International journal of retail & distribution managementVolume
32Issue
8Pagination
403 - 411Publisher
Emerald Group Publishing LtdLocation
Bradford, EnglandPublisher DOI
ISSN
0959-0552Language
engNotes
Reproduced with the kind permission of the copyright owner. www.emeraldinsight.com/IJRDM.htmlPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
Emerald Group Publishing LimitedUsage metrics
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