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JUOUL: IJAZAH: UNIVERSITI MALAYSIA SABAH BORANG PENGESAHAN STATUS TESIS@ PENYELIOIKAN OALAM PENENTUAN BAGI JENAMA KORPORAT OALAM INOUSTRI FESYEN 01 BAN OAR KOTA KINABALU, SABAH. SARJANA PENGURUSAN PERNIAGAAN SESI PENGAJIAN: 2005 - 2007 Saya, HO SU SAN mengaku membenarkan tesis Sarjana ini disimpan di Perpustakaan Universiti Malaysia Sabah dengan syarat-syarat kegunaan seperti berikut: 1. Tesis adalah hakmilik Universiti Malaysia Sabah. 2. Perpustakaan Universiti Malaysia Sabah dibenarkan membuat salinan untuk tujuan pengajian saya . 3. Perpustakaan dibenarkan membuat salinan tesis ini sebagai bahan pertukaran antara institusi pengajian tinggi. 4. TIDAK TERHAD . (P:erT'd'Tis: HO SU SAN) Alamat: P. O. BOX 980, 90710 Sandakan, Sabah, Malaysia. Tarikh: 2007 Disahkan oleh (TANDATANGAN PERPUSTAKAWAN) (Penyelia: Pn. Dayangku Aslinah Abd. Rahim) Tarikh: CATATAN: @ Tesis dimaksudkan sebagai tesis Ijazah Doktor Falsafah dan Sarjana secara penyelidikan atau disertassi bagi pengajian secara kerja kursus dan penyelidikan atau laporan Projek Sarjana Muda (LPSM) .

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JUOUL:

IJAZAH:

UNIVERSITI MALAYSIA SABAH

BORANG PENGESAHAN STATUS TESIS@

PENYELIOIKAN OALAM PENENTUAN BAGI JENAMA KORPORAT OALAM INOUSTRI FESYEN 01 BAN OAR KOTA KINABALU, SABAH.

SARJANA PENGURUSAN PERNIAGAAN

SESI PENGAJIAN: 2005 - 2007

Saya, HO SU SAN mengaku membenarkan tesis Sarjana ini disimpan di Perpustakaan Universiti Malaysia Sabah dengan syarat-syarat kegunaan seperti berikut:

1. Tesis adalah hakmilik Universiti Malaysia Sabah. 2. Perpustakaan Universiti Malaysia Sabah dibenarkan membuat salinan untuk tujuan

pengajian saya. 3. Perpustakaan dibenarkan membuat salinan tesis ini sebagai bahan pertukaran

antara institusi pengajian tinggi. 4. TIDAK TERHAD.

(P:erT'd'Tis: HO SU SAN)

Alamat: P. O. BOX 980, 90710 Sandakan, Sabah, Malaysia.

Tarikh: 2007

Disahkan oleh

(TANDATANGAN PERPUSTAKAWAN)

(Penyelia: Pn. Dayangku Aslinah Abd . Rahim) Tarikh:

CATATAN: @ Tesis dimaksudkan sebagai tesis Ijazah Doktor Falsafah dan Sarjana secara penyelidikan atau disertassi bagi pengajian secara kerja kursus dan penyelidikan atau laporan Projek Sarjana Muda (LPSM).

A STUDY ON THE DETERMINANTS OF CORPORATE BRAND IMAGE IN THE

FASHION RETAIL INDUSTRY

HO SU SAN

A dissertation submitted in partial fulfillment of the requirements for the degree of Masters of Business

Administration

SCHOOL OF BUSINESS AND ECONOMICS UNIVERSITY MALAYSIA SABAH

2007

DECLARATION

The material in this dissertation are original except for quotations, excerpts, summaries and references, which have been duly acknowledge.

Ho Su San PS05-006(K)-025 6 July 2007

ACKNOWLEGDEMENT

The completion of this study was made possible by the assistance, cooperation, ideas and input of various individuals. First of all, I would like to thank God for granting me the spiritual guidance, supports, perseverance and will to complete this study. I am very grateful to my husband and my family member for their constant support, understanding and patient.

Secondly, my gratitude and appreciation also goes to my supervisor, Ms. Grace Phang and my co-supervisor, Dr. Fumitaka guided me through this study. I also would like to express my heartfelt gratitude to all my MBA lecturers and classmates for their support and inputs which eventually led to the betterment of my research.

Special thanks for all those who have assisted me in SPSS analysis and also to those who have participated in this research. Your valued contribution is greatly appreciated.

ii

ABSTRACT

Corporate brands are an increasingly important element of organizational and marketing strategy. Among the changes that businesses make as they move towards globalization is a shift in marketing emphasis from product brands to corporate branding. In an era when companies can no longer base their strategy on a predictable market or a stable preferential product range, the ground rules for competition change. Differentiation requires positioning, not of products, but the whole corporation. Accordingly, the values and emotions symbolized by the organization become key elements of differentiation strategies, and the corporation itself moves center stage. The proposed research takes a look at the determinants of the retail corporate branding for the fashion industry. The purpose of this research is to identify and study the different constructs of corporate brand management of retailers in the Kota Kinabalu. In summary, this study was analyzed by using various statistical analyses, which investigate the determinants of the corporate brand image for both the local and foreign fashion retails from the customers' perspective. Results showed that physical facilities and store atmosphere proves to have the most significant influence on corporate brand image for both the local and foreign fashion retails. Management implications and suggestions for future research are discussed.

iii

ABSTRAK

PENYELID/KAN DALAM PENENTUAN BAGI JENAMA KORPORA T DALAM /NDUSTR/ FESYEN

Jenama korporat semakin memainkan peranan yang penting da/am satu organisasi dan strategi pemasaran Antara perubahan da/am bidang pemiagaan ke arah g/obalisasi ia/ah pertukaran ha/a tuju dari jenama barangan kepada jenama korporat. Da/am era di mana sesebuah syarikat tidak dapat bergantung kepada strateginya da/am pasaran rama/an atau stabiliti dalam memberi keutamaan da/am sesuafu produk yang merupakan asas bagi suatu saingan pemiagaan. Perbezaan dalam sesebuah syarikat per/u memberi keutamaan da/am se/uruh korporat dan bukan hanya setakat barangan sahaja. Nilai dan emosi yang ditunjukkan o/eh suatu organisasi akan menjadi satu ciri ufama da/am membezakan strateg; bag; korporat tersebut untuk menarik perhatian para konsumer. Penye/idikan in; membincangkan penentu bagi jenama korporat dalam industri fesyen. Tujuan penye/idikan ini ia/ah untuk menentukan dan membincangkan perbezaan da/am pengurusan jenama korporat di sekitar Kota Kinaba/u. Kesimpulannya, thesis ini menggunakan pe/bagai ana/isis statistik bagi mendapatkan penentu untuk jenama korporat tempatan dan antarabangsa dari pandangan konsumer. Hasil kajian menunjukkan kemudahan dan keadaan butik je/as menunjukkan pengaruh yang penting da/am jenama korporat bag; pem;agaan fesyen tempatan dan antarabangsa. Imp/ikasi pengurusan dan cadangan bagi kajian seterusnya juga akan dibincangkan.

iv

TABLE OF CONTENTS

TITLE PAGE

DECLARATION

ACKNOWLEDGEMENTS

ABSTRACT

ABSTRAK

TABLE OF CONTENTS

LIST OF FIGURES

LIST OF TABLES

LIST OF APPENDICES

CHAPTER 1: INTRODUCTION

1.1 Overview

1.2 Research Problem

1.3 Rationale of the Study

1.4 Scope of Study

1.5 Objective of Study

1.6 Definition of Terms

1.6.1 Corporate Brand Image

1.6.2 Physical Facilities and Store Atmosphere

1.6.3 Price and Promotion

1.6.4 Product-Related Attribute

1.6.5 Customer Service

1.6.6 Corporate Identity

1.7 Summary and Organization of Remaining Chapters

Page

ii

iii

iv

v

ix

x

xii

1

3

4

5

6

5

5

6

6

7

7

7

8

v

CHAPTER 2: LITERATURE REVIEW

2.1 Introduction

2.2 Brand

2.3 Corporate Branding

2.3.1 The Importance of Corporate Branding to Companies

2.4 Corporate Brand Image

2.5 Retail Strategy and Retailer Image

2.5.1 Fashion Retailing

2.6 Consistent Corporate Brand Through Staff

2.7 Determinants of Retail Corporate Brand Image

2.7.1 Physical Facilities and Store Atmosphere

2.7.2 Price and Promotion

2.7.2.1 Retailer Pricing Format

2.7.3 Product-Related Attribute

2.7.4 Customer Service

2.7.5 Corporate Identity

2.8 Consumers Demographic Characteristics

2.9 Summary

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Introduction

3.2 Theoretical Framework

3.3 Definition of Variables

3.3.1 Retail Corporate Brand Image

3.3.2 Physical Facilities and Sore Atmosphere

10

12

13

17

18

20

21

23

24

28

30

30

32

36

37

42

44

45

45

47

47

47

vi

3.3.3 Price and Promotion

3.3.4 Product-Related Attribute

3.3.5 Customer Service

3.3.6 Corporate Identity

3.3.7 Age

3.3.8 Gender

3.3.9 Occupation

3.3.10 Education Level

3.4 Research Hypothesis

3.5 Type of Study

3.6 Nature of Study

3.7 Instrument

3.8 Sample Design

3.9 Data Collection Method

3.9.1 Primary Data

3.9.2 Secondary Data

3.10 Data Analysis

3.11 Summary

CHAPTER 4: RESULTS

4.1 Introduction

4.2 Descriptive Statistics of Profile of Respondents

4.3 Reliability Test: Cronbach's Alpha

4.4 Statistics of Variable Overview

4.4.1 Descriptive analysis on independent variables

47

47

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49

51

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61

61

vii

4.5 T - Test: Paired Sample T-Test 64

4.6 Hypothesis Testing 67

4.6.1 Hypotheses testing on the independent and dependent 68

Variables

4.6.2 Hypotheses testing on the moderating variable 75

4.7 Summary of Findings 83

CHAPTER 5: DISCUSSION AND CONCLUSION

5.1

5.2

5.3

5.4

5.5

5.6

Introduction

Recapitulations of Study

Discussion and Implication of Study

85

85

86

5.3.1 The impact of physical facilities and store atmosphere 86

5.3.2 The impact of price and promotion 88

5.3.3 The impact of product-attribute related 89

5.3.4 The impact of customer service 90

5.3.5 The impact of corporate culture 91

5.3.6 The impact of corporate strategy 91

5.3.7 The impact of demographic as moderator 92

5.3.8 Managerial implications 93

Limitations of Study

Suggestions for Future Research

Conclusion

REFERENCES

APPENDICES

97

98

99

100

114

viii

LIST OF FIGURES

Page

Figure 2.1 Strategic Planning Process 21

Figure 2.2 Abratt's Model 40

Figure 2.3 Stuart's Model 42

Figure 3.1 Theoretical Framework 46

ix

Table 2.1

Table 3.1

Table 3.2

Table 4.1

Table 4.2

Table 4.3

Table 4.4

Table 4.5

Table 4.6

Table 4.7

Table 4.8

Table 4.9

Table 4.10

Table 4.11

Table 4.12

Table 4.13

. Table 4.14

Table 4.15

LIST OF TABLES

Corporate Brand Characteristics

Sample Design

Statistical Method For Hypothesis Testing

Respondent Profile

Cronbach's Alpha

Mean and Standard Deviation

Paired Samples Test

Ranked Variance of Determinants For Corporate Brand Image

Mu!tiple Hegression for Local Fashion Retail

Analysis of Variance for Local Fashion Retail

Variables in Equation of Local Fashion Retail

Multiple Regression for Local Fashion Retail

Analysis of Variance for Local Fashion Retail

Variables in Equation of Local Fashion Retail

Hierarchical Regression with Moderating Variable

(Foreign Fashion Retail)

Hierarchical Regression with Moderating Variable - Age

(Foreign Fashion Retail)

Hierarchical Regression with Moderating Variable - Gender

(Foreign Fashion Retail)

Hierarchical Regression with Moderating Variable - Occupation

(Foreign Fashion Retail)

Page

15

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58

60

63

66

. 67

68

68

68

71

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75

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x

Table 4.16

Table 4.17

Hierarchical Regression with Moderating Variable -

Education Level (Foreign Fashion Retail)

Summary of Hypotheses

81

83

xi

LIST OF APPENDICES

Page

Appendix I : Questionnaire 114

Appendix II : Descriptive Statistics 127

Appendix III: Descriptive Statistics - Moderator 132

Appendix IV : T - Test 134

Appendix V : Reliability Test 135

Appendix VI: Multiples Regression 143

Appendix VII: Hierarchical Regression 145

xii

CHAPTER 1

INTRODUCTION

1.1 Overview

Corporate brands are an increasingly important element of organizational and marketing

strategy. Among the changes that businesses make as they move towards globalization is

a shift in marketing emphasis from product brands to corporate branding. In an era when

companies can no longer base their strategy on a predictable market or a stable

preferential product range, the ground rules for competition change. Differentiation requires

positioning, not of products, but the whole corporation. Accordingly, the values and

emotions symbolized by the organization become key elements of differentiation strategies,

and the corporation itself moves center stage. The proposed research takes a look at the

determinants of the corporate brand image which focus on the fashion retail industry.

Given the complex nature of brands and branding, many organizations often fail to

consider the role that employees can play in realizing a company's brand strategy. Whether

it's the actual impact on customer service levels or the influence on stakeholder

perceptions, employee behavior impacts on company brand perceptions and ultimately

affects the bottom line. As retail sector is more customer services oriented and has more

domains for interactions of staff members directly with customers, there is a greater scope

'of translating and conveying the corporate brand of a retail firm through these interactions.

The proposed research also focuses on how the different factors contributing

towards the corporate branding image of a retailing firm, are strategically aligned and how

this alignment is influenced by the performance and interaction of the customer services

staff of the retail firm with the customers. The proposed research would identify the

different factors that devise the constructs for corporate retail branding. It would identify the

1

different factors that contribute towards the corporate branding of a retail organization and

how do the customer services employees translate and contribute towards the corporate

branding of the retail organization.

The last decade has seen major flux in retailing, especially in the grocery and

general merchandise industry such as fashion retail industry. On one hand, the growth of

promotions and private labels has been seen by many as an indicator of growing retailer

power. On the other hand, the growth of discounters and warehouse clubs has put

immense pressure on traditional retailers and significantly increased retail competition both

within and between retail formats. Since a large portion of most retailers' revenue and profit

comes from selling manufacturer brands, which many of their competitors also offer,

building their own equity is a particularly challenging problem, but one with big potential

rewards. Such equity insulates them from competing retailers, which has the direct impact

of increasing revenue and profitability, and the indirect impact of decreasing costs as their

leverage with brand manufacturers also increases.

Although many important branding principles apply, retailer brands are sufficiently

different from product brands that the actual application of those 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. Retailers also create their

brand images in different ways, e.g., by attaching unique associations to the quality of their

service, their product assortment and merchandising, pricing and credit policy, etc.

In most consumer industries, the image of retailer brands also depends on the

manufacturer brands they carry. Retailers use manufacturer brands to generate consumer

interest, patronage, and loyalty in a store. Manufacturer brands operate almost as

"ingredient brands" that wield significant consumer pull, often more than the retailer brand

does. To the extent "you are what you sell," manufacturer brands help to create an image

and establish a positioning for the store.

2

At the same time, retailers compete with manufacturers for consumer pull to

increase their relative market power and their share of the total channel profit pie (Steiner,

1993). In doing so, they may sell some of their own brands. In fact, in industries like

apparel, one can find several examples of retailers who carry only their own private label

products. Private label products may have their own unique brand names or be branded

under the name of the retailer. They allow the retailer to differentiate its offerings from

competing retailers, although often without the support afforded manufacturers brands.

It is critical important on understanding how a retailer should be positioned and how

the brand assortment sold by the retailer is related to its image. Some retailers have

managed their brands more effectively than others, as is evident in their performance. For

instance, although overall U.S. retail profitability did not improve during the eighties and

nineties, some retailers have fared exceedingly well (Ailawadi, Borin, & Farris, 1995).

1.2 Research Problem

Fashion retailing is emerging as one of the most challenging areas of business activity in

the world market. Uncertainties in demand, shrinking selling seasons, lengthening delivery

lead times, increasing competition and thinning margins together make the job of the

retailer truly daunting.

The development of a strong brand in the domestic market, in terms of store image,

product, and customer service, would seem to form the basis for long-term viability and

.success in the markets. Concerns related to build up a successful corporate brand image

are evident in the marketplace. Over the years, a majority of the consumers have realized

that the corporate brand image have a direct impact on their buying behavior, satisfaction

and loyalty issues.

An important challenge facing fashion retailer is to identify which factors are the

influences to build-up a strong corporate brand image. It is apparent that an enhanced

3

knowledge of the profile of this segment of consumers' and employees' would be extremely

useful. The closer we more to an understanding of what causes individuals to perceive the

corporate brand image, the better the management will be able to develop the marketing

strategies specifically targeted at these consumers.

The research questions highlighted in this paper are to verify the determinants of

the corporate brand image and how does the customer perceive it as a brand image. In this

regard, key issues concerning the relationship between the factors that influence the

corporate brand image. Besides, the research paper also focused on the relationship

between the determinants of the corporate brand image and demographic characteristics,

for example age, gender, occupation and education level. A conceptual framework has

been developed.

Hence, the research question is, "To what extent does physical facilities and

store atmosphere, price and promotion, product-related attribute, customer service

and corporate identity will influence the corporate brand image in the local and the

foreign fashion retail industry from the customers' perspective,"

1.3 Rationale of the Study

In exploring for the determinants and factors that might affect the perceptions of the

corporate brand image from the customers, in the context of this study is both the local and

foreign fashion retailer in Kota Kinabalu. This study is to investigate the determinants of the

corporate brand image for the fashion retailer in Kota Kinabalu. Thus, it is hoped to assist

both the local and the foreign fashion retailer to identify and understand the determinants

and their significance that may influence the perceptions on the corporate brand image.

And yet, this can lead to possibility for further improvement of programs for the strategic

management for the fashion retail in Kota Kinabalu.

4

1.4 Scope of Study

The scope of the research is to investigate the impact of physical facilities and store

atmosphere, price and promotion, product-related attribute, customer service, corporate

personality and corporate identity towards the corporate brand image in the fashion retail

industry. The sample of this research will include the consumers in Kota Kinabalu area.

1.5 Objective of the Study

The objectives of the study are:

• To investigate the relationship between dependent variable (of corporate brand

image for fashion retail) and independent variables (of physical facilities and store

atmosphere, price and promotion, product-related attribute, customer service and

corporate identity with demographic characteristics as moderators).

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• To suggest policy measures to improve the strategic management for both local~ fd S; ~;~

and foreign fashion retail in Kota Kinabalu. U':t <t. ~~ ffi !:-.:

• To assess the consumers' perceptions on the corporate brand image for both thEF- ffi local and foreign fashion retail.

1.6 Definition of Terms

For the purpose of this proposed study, the following are the terms that may need to be

further clarified to avoid confusion on what it means in the context of this study.

1.6.1 Corporate Brand Image

A corporate brand image is the associations that consumers have in memory to the

company or corporation making the product or providing the service as a whole.

Corporate brand image is particularly relevant concern when the corporate or

company brand plays a prominent role in the branding strategy adopted. In the

5

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context of this research, both employees working in the fashion retail and the

consumers will be tested on their perception on the corporate brand image that may

influence their purchase behavior.

1.6.2 Physical Facilities and Store Atmosphere

Physical facilities and store atmosphere refers to the internal and the external

environment of the retail shop. The psychological impact of "the store's atmosphere

crease a retail image in the shopper's mind, with the atmosphere influencing

consumer behavior in three ways, by creating attention, messages and emotional,

affective response (McGoldrick, 1990). In the context of this research, physical

facilities and store atmosphere refers to the store's cleanliness, ambient features,

interior and exterior design of the store and so forth.

1.6.3 Price and Promotion

The price of the product or service is particularly important attribute association

because consumers often have strong beliefs about price and value of a brand and

may organize their product category knowledge in terms of the price tiers of

different brands (Robert and Kenneth, 1989). The price from this research is the

pricing policy for the brand that can create associations in consumer's minds to the

relevant price tier or level for the brand in the category, as well as to its

corresponding price volatility or variance (in terms of the frequency or magnitude if

discounts, etc). The pricing strategy of the fashion retail in this research can

influence the brand image as well.

6

1.6.4 Product-Related Attribute

Product-related attribute refers to a product's physical composition or a service's

requirements and are what determine the nature and level of product performance.

Product-related attributes can be further distinguished according to essential

ingredients and optional features, either necessary for a product to work, or allowing

for customization and more versatile, personalized usage. In this study, product­

related attributes will be in terms of the merchandize quality, assortment and the

style or design of the product.

1.6.5 Customer Service

Customer service refers to any act or performance that one party can offer to

another that is essentially intangible and does not result in the ownership of

anything (Kotler, 1994). Customer services come in many different forms. Although

the production of customer services is not necessarily tied to a physical product, but

they often accompany goods in some way. In this context of study, there are a

number of dimensions of customer service quality: reliability (ability to perform the

promised service right at the first time), responsiveness (willing to help customers),

competence (knowledge and skill of employee), empathy (caring, individualized

attention provided), courtesy (friendliness of customer contact) and communication

(keeping customers informed in language they can understand and listen to what

they say).

1.6.6 Corporate Identity

In the context of this study, corporate identity refers to a strategic manifestation of

corporate-level vision and miSSion, underpinned by the strategies which a

corporation employs in its operations or production (Melewar and Wooldridge,

7

2001). A strong emphasis is placed on ethical and cultural values, as well as

organizational history and philosophy (Ind, 1992). According to Balmer (1998),

corporate identity is a multidisciplinary field. It is a term used to identify the essence

of what the firm is and thus incorporates many unique characteristics of the firms

such as history, philosophy, culture, communication and the industry the firm

operates in. Besides, the corporate identity also is inseparable from the corporate

personality of the organization.

1.7 Summary and Organization of Remaining Chapters

This study comprises of five chapters to theoretically and methodologically to explain the

research. Following will be the summary and organization of the remaining chapters:

Chapter 1 Introduction and Background - The purpose of this chapter is to present

the overview of the research and its significance, the objectives, the scope of the study and

finally the terms definition used in this context of research.

Chapter 2 Literature Review - This chapter consists of the sufficient knowledge

regarding the issues and terminologies within the field of the thesis.

Chapter 3 Methodology - The purpose of this chapter is to give explanation to the

.techniques and methodologies that will be used to conduct the research. A theoretical

framework will be presented as well as the explanation of research hypotheses, type of

study, nature of study, unit of analysiS, instrument, sample design, data collection and data

analysis methods.

8

Chapter 4 Key Findings, Data Analysis and Interpretation - The fourth section

illustrates the respondent profiles and research findings.

Chapter 5 Discussion and Conclusion - This chapter will be interpret all the data and

gathered information to draw a conclusion for the research. Apart from it, this chapter also

includes the implications and limitations of research as well as provides some suggested

directions for fUrther research on this topic.

9

CHAPTER 2

LITERATURE REVIEW

2.1 Introduction

The marketing and apparel literature generally agrees on the subject of fashion leadership

in that fashion leaders are more likely to be young consumers (Goldsmith et aI., 1991 ;

Gutman and Mills, 1982; Horridge and Richards, 1984; Mason and Bellenger, 1974;

Scrugge, 1977). When compared with other consumer groups, young fashion leaders are

those consumers that consider fashion to be of great importance to their lifestyles. Fashion

leaders have well defined convictions about taste, in particularly their own, and are

champions of new styles and generally influence other consumers to adopt and buy the

latest fashions (see Beaudoin et aI., 1998; Kaiser, 1990; Polegato and Wall, 1980; Schrank

and Guiimore, 1973).

When attempting to ascertain the reason for poor levels of performance, it is

reasonable to assume that this may be due to ineffective positioning (Davies and Brooks,

1989), and a failure of the retailers positioning strategy. This is an integrated management

activity that takes in elements of the retail mix such as merchandising, store formats, sales

staff interaction, promotional efforts (Walters and Laffy, 1996) and unsurprisingly reputation.

These factors create a point of differentiation, separate retailers from the competition, and

create the retail brand. Intensifying retail competition and growing market saturation are

continually forcing fashion retailers to devise more creative positioning and differentiation

tools (Arnirani and Gates, 1993). Such pressures in this sector tend to give rise to

improvements to fashion ranges, the re-evaluation of selections and, where necessary,

realignments to brand image. The success of the brand (by reputation or by image), and its

10

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en ~ ... '2:

Alan, M .. 1996, "Dangers of corporate branding", Marketing Week, 19(15): 22-4. ~, ~ : ; :::...,. f-" ••• J

Alba, .Joseph, Susan Broniarczyk, Terence Shimp, and Joel Urbany, 1994, "The Influence3 ~ of Prior Beliefs, Frequency Cues, and Magnitude Cues on Consumers' Perceptions j E Comparative Price Data, n Journal of Consumer Research, 21 : 219-235. c.. ~

Amirani, S. and Gates, R., 1993, "An attribute-anchored conjoint approach measuring store ~ image", Intemational Journal of Retail & Distribution Management, 21(5): 30-9.

Armstrong, L., 2002, "Top of the shops; fashion", The Times, 22: 11.

Baker, J., 1987, "The role of the environment in marketing services: the consumer perspective", in Czepiel, J. A, Congram, C. A and Shanahan, J . (Eds), The Services Challenge: Integrating for Competitive Advantage, American Marketing Association, Ch· IcagO, Il, pp. 79-87.

Baker, Julie. A. Parsuraman, Dhruv Grewal, and Glenn B. Voss, 2002, "The Influence of .Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions, n Journal of Marketing, 66: 120-141.

Baker, J., Grewal, D. and Parasuraman, A, 1994, "The influence of store environment on quality inferences and store image", Joumal of the Academy of Marketing Science, 22(4): 328-39.

Balmer, J. M. T., 1995, "Corporate branding and connOisseurship·, Journal of General Management 21(1): 9-19.

100

Balmer, J., 1997, "Corporate identity: past, present and future", Working Paper, Department of Marketing, University of Strathclyde.

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