Creation of Retailer Brand Equity - Focus on Indian Retail

23 Pages Posted: 3 Apr 2009

See all articles by Indranil Roychowdhury

Indranil Roychowdhury

Infosys Technologies Limited; XLRI Jamshedpur; Infosys Technologies Limited - Business Transformation Labs of SETLabs

Date Written: April 3, 2009

Abstract

Although many important branding principles apply, retailer brands are sufficiently different from product brands and hence the application of the branding principles can vary. Retailer brands are typically more multi-sensory in nature than product brands and can rely on rich consumer experiences to impact their equity. This article tries to study the different aspects of retailer brand creation through literature survey and tries to take it forward in developing a conceptual model for building Retailer Brand Equity. This article will also try to focus on important areas where there is a further scope of some research especially in the Indian perspective.

Keywords: Retail, Retailing, Branding, Retailer Brands, Hypermarkets, Retailer Brand Equity, Retailer awareness, Retailer Loyalty, Retailer Association, Retailer Perceived Quality

Suggested Citation

Roychowdhury, Indranil, Creation of Retailer Brand Equity - Focus on Indian Retail (April 3, 2009). Available at SSRN: https://ssrn.com/abstract=1372729 or http://dx.doi.org/10.2139/ssrn.1372729

Indranil Roychowdhury (Contact Author)

Infosys Technologies Limited ( email )

Hosur road
Bangalore, 560100
India

XLRI Jamshedpur ( email )

C. H. Area (East)
Jamshedpur, Jharkhand 831001
India

Infosys Technologies Limited - Business Transformation Labs of SETLabs ( email )

Bangalore
India

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