How store brands build retailer brand image

Abstract

where she teaches marketing, retailing and entrepreneurship. As head of a program that trains retail managers, she works in partnership with 10 major French retailers. Her research focuses on relationships between producers and retailers and store brands. She is member of the team of research in marketing of IRGO

Green approaches in Hong Kong’s fast-food restaurants and its effects on corporate image

“…Measures of corporate image are as contentious as the concept. Company"s brand name and specific messages such as its social contributions, treatment of its employees, society and the environment, and ethical business practices that are related to CSR, are relevant in the current competitive environment (Kremer and Viot, 2012;Fan, 2005;Firestein, 2006;Arpan, Raney and Zivnuka, 2003;Lam and Zhang, 2003). Organisations continue to experiment with various strategies, including CSR activities such as charity events to enhance their image and reputation (Hutchinson et al, 2012;Massa and Testa, 2012).…”

The influence of image and consumer factors on store brand choice in the Brazilian market

“…When consumers are not familiar with the brand, the store image is often a cue for judging the SBs. In this line of thought, Cremer and Viot (2012) demonstrated that store image perceptions have a significant effect on SB brand image in general in the French market. In emerging markets, Diallo (2012) established that store image perceptions have a significant, positive, and strong effect on SB price-image in the Latin American context.…”

Act Like a Retailer, Think Like a Brand: An Overview of Retailer Brand Equity and Agenda for Future Research in Indian Context

“…Others call it store brand (Luijten & Reijnders, 2009;Martenson, 2007). These are also popularly referred to as own-brand (Kremer & Viot, 2012). In this sense, these terms (retailer brand, retail brand, retail product brand, distributor brand or store brand) are being used to refer to 'a brand owned by a retailer (a marketing chain or any other typical retail structure) or by a wholesale distributor (who owns the right to sell the brand exclusively in its own retail outlets)' (Burt & Davies, 2010;Chimhundu, Hamlin & McNeill, 2010;Herstein & Gamliel, 2006, p. 307;Leingpibul, Broyles & Kohli, 2013 The next set of researchers is more in sync with this article's theme (e.g., Möller & Herm, 2013;Zentes et al, 2008).…”

“…Jara and Cliquet (2012) corroborate this-retail brands' performance is influenced by factors identical to those affecting product brands. Kremer and Viot (2012) record the evolution of retail branding conceptualisation. Initially, retailers had focused their branding efforts on products (retailer's in-house private-label product) alone.…”