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The secret to a fashion advantage is brand orientation
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| Zeitschriftentitel: | International Journal of Retail & Distribution Management |
|---|---|
| Personen und Körperschaften: | , |
| In: | International Journal of Retail & Distribution Management, 32, 2004, 8, S. 403-411 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Emerald
|
| Schlagwörter: |
| author_facet |
Brïdson, Kerrie Evans, Jody Brïdson, Kerrie Evans, Jody |
|---|---|
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Brïdson, Kerrie Evans, Jody |
| spellingShingle |
Brïdson, Kerrie Evans, Jody International Journal of Retail & Distribution Management The secret to a fashion advantage is brand orientation Business and International Management Marketing |
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Brïdson, Kerrie Evans, Jody 0959-0552 Emerald Business and International Management Marketing http://dx.doi.org/10.1108/09590550410546223 <jats:p>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.</jats:p> The secret to a fashion advantage is brand orientation International Journal of Retail & Distribution Management |
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The secret to a fashion advantage is brand orientation |
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the secret to a fashion advantage is brand orientation |
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Business and International Management Marketing |
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http://dx.doi.org/10.1108/09590550410546223 |
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2004 |
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403-411 |
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<jats:p>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.</jats:p> |
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| author | Brïdson, Kerrie, Evans, Jody |
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| description | <jats:p>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.</jats:p> |
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| spelling | Brïdson, Kerrie Evans, Jody 0959-0552 Emerald Business and International Management Marketing http://dx.doi.org/10.1108/09590550410546223 <jats:p>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.</jats:p> The secret to a fashion advantage is brand orientation International Journal of Retail & Distribution Management |
| spellingShingle | Brïdson, Kerrie, Evans, Jody, International Journal of Retail & Distribution Management, The secret to a fashion advantage is brand orientation, Business and International Management, Marketing |
| title | The secret to a fashion advantage is brand orientation |
| title_full | The secret to a fashion advantage is brand orientation |
| title_fullStr | The secret to a fashion advantage is brand orientation |
| title_full_unstemmed | The secret to a fashion advantage is brand orientation |
| title_short | The secret to a fashion advantage is brand orientation |
| title_sort | the secret to a fashion advantage is brand orientation |
| title_unstemmed | The secret to a fashion advantage is brand orientation |
| topic | Business and International Management, Marketing |
| url | http://dx.doi.org/10.1108/09590550410546223 |