Consumers’ perceptions of store location effect on the status of luxury, non-luxury, and unknown apparel brands

Ken Kumagai, Shinya Nagasawa

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

When apparel brand managers attempt to raise their brand value, store location status is their major concern since they consider it one way to influence their brand value. This research focuses on the status of shopping malls and adjacent stores as store location factors and assesses their effects on perceived brand status. In this research, two consumer surveys on apparel brands with different characteristics (luxury, non-luxury, and unknown brands) were conducted in Japan and the variation of perceived brand status and attractiveness in different store location frames was analyzed. The result of an Analysis of Variance (ANOVA) suggests store location influences perceived brand status and attractiveness of luxury brands more than in the case of non-luxury ones. Moreover, store location status is confirmed to influence unknown brands only very slightly. This result implies difficulties in raising the status of non-luxury and unknown brands just by constructing their stores in high-status locations following the luxury strategy.

Original languageEnglish
Pages (from-to)21-39
Number of pages19
JournalJournal of Global Fashion Marketing
Volume8
Issue number1
DOIs
Publication statusPublished - 2017 Jan 2

Keywords

  • brand attractiveness
  • brand status
  • luxury brand
  • non-luxury brand
  • Store location

ASJC Scopus subject areas

  • Cultural Studies
  • Strategy and Management
  • Marketing
  • Management of Technology and Innovation

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