探索多层次零售品牌的整体性：范围界定审查

IF 5.2 2区管理学 Q1 BUSINESS

Journal of Product and Brand Management Pub Date : 2024-04-17 DOI:10.1108/jpbm-12-2022-4280

Shaoyuan Chen, Pengji Wang, Jacob Wood

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引用次数: 0

摘要

目的鉴于现有的零售品牌研究倾向于将零售品牌的每个层次视为一个独立的概念，本文旨在揭示多层次零售品牌的整体性，考虑每个层次的独特性以及不同层次形象之间的相互关系。研究结果塑造零售品牌各层次独特形象的品牌属性包括不同的内在和外在属性。此外，多层次零售品牌的整体性是由不同层次的品牌形象之间的相互关系形成的，这些相互关系体现在共同的外在属性及其在属性、利益和态度层面上的相互作用。原创性/价值从理论上讲，本综述通过揭示零售品牌的多层次性和整体性，使概念更加清晰，有助于研究人员完善和扩展现有的零售品牌理论，同时也为该领域提供了新的研究机会。在实践中，研究结果可以指导零售商在各个层面实施差异化的品牌战略，同时实现所有层面的协同效应。

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Exploring the holistic nature of a multi-level retail brand: a scoping review

Purpose

Given that existing retail brand research tends to treat each level of a retail brand as a separate concept, this paper 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 uses 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 multi-level 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.

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来源期刊

Journal of Product and Brand Management Multiple-

CiteScore

10.90

自引率

19.60%

发文量

期刊介绍： Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.