Retailer corporate branding / Sharifah Faridah Syed Alwi

The personification approach (e.g. customers view company name as a person) has been used in the past to understand corporate brand image (CBl). However, empirical studies using this approach were limited to only a few settings (e.g. department store and automobile). The applicability of this type o...

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Main Author:	Syed Alwi, Sharifah Faridah
Format:	Article
Language:	English
Published:	Faculty of Business and Management ; UiTM Press 2007
Subjects:	Corporate image Branding (Marketing) Retail trade
Online Access:	http://ir.uitm.edu.my/id/eprint/11442/ http://ir.uitm.edu.my/id/eprint/11442/ http://ir.uitm.edu.my/id/eprint/11442/1/AJ_SHARIFAH%20FARIDAH%20SYED%20ALWI%20JIBE%2007.pdf

id	uitm-11442
recordtype	eprints
spelling	uitm-114422016-11-30T09:11:42Z http://ir.uitm.edu.my/id/eprint/11442/ Retailer corporate branding / Sharifah Faridah Syed Alwi Syed Alwi, Sharifah Faridah Corporate image Branding (Marketing) Retail trade The personification approach (e.g. customers view company name as a person) has been used in the past to understand corporate brand image (CBl). However, empirical studies using this approach were limited to only a few settings (e.g. department store and automobile). The applicability of this type of methodological approach is questioned due to its limited empirical findings. The present study enhances this understanding by providing the empirical evidence in the context of retail bookstore. The research is informed by 511 responses from experienced shoppers. Structural equation modelling was performed to identify the bookstore's CBL While previous literatures stress consumers appeared to express department stores to be more agreeable, chic and ruthless, the study found that the bookstore's appeared to be expressed as more agreeable, competent and enterprise. The practical contribution of the study and its managerial implications can be seen in the context of defining strategy and positioning the corporate brand in book retailing context. Faculty of Business and Management ; UiTM Press 2007 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/11442/1/AJ_SHARIFAH%20FARIDAH%20SYED%20ALWI%20JIBE%2007.pdf Syed Alwi, Sharifah Faridah (2007) Retailer corporate branding / Sharifah Faridah Syed Alwi. Journal of International Business, Economics and Entrepreneurship (JIBE), 13 (1). pp. 55-67. ISSN 0128-7494 https://jibe.uitm.edu.my/
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Corporate image Branding (Marketing) Retail trade
spellingShingle	Corporate image Branding (Marketing) Retail trade Syed Alwi, Sharifah Faridah Retailer corporate branding / Sharifah Faridah Syed Alwi
description	The personification approach (e.g. customers view company name as a person) has been used in the past to understand corporate brand image (CBl). However, empirical studies using this approach were limited to only a few settings (e.g. department store and automobile). The applicability of this type of methodological approach is questioned due to its limited empirical findings. The present study enhances this understanding by providing the empirical evidence in the context of retail bookstore. The research is informed by 511 responses from experienced shoppers. Structural equation modelling was performed to identify the bookstore's CBL While previous literatures stress consumers appeared to express department stores to be more agreeable, chic and ruthless, the study found that the bookstore's appeared to be expressed as more agreeable, competent and enterprise. The practical contribution of the study and its managerial implications can be seen in the context of defining strategy and positioning the corporate brand in book retailing context.
format	Article
author	Syed Alwi, Sharifah Faridah
author_facet	Syed Alwi, Sharifah Faridah
author_sort	Syed Alwi, Sharifah Faridah
title	Retailer corporate branding / Sharifah Faridah Syed Alwi
title_short	Retailer corporate branding / Sharifah Faridah Syed Alwi
title_full	Retailer corporate branding / Sharifah Faridah Syed Alwi
title_fullStr	Retailer corporate branding / Sharifah Faridah Syed Alwi
title_full_unstemmed	Retailer corporate branding / Sharifah Faridah Syed Alwi
title_sort	retailer corporate branding / sharifah faridah syed alwi
publisher	Faculty of Business and Management ; UiTM Press
publishDate	2007
url	http://ir.uitm.edu.my/id/eprint/11442/ http://ir.uitm.edu.my/id/eprint/11442/ http://ir.uitm.edu.my/id/eprint/11442/1/AJ_SHARIFAH%20FARIDAH%20SYED%20ALWI%20JIBE%2007.pdf
first_indexed	2023-09-18T22:47:59Z
last_indexed	2023-09-18T22:47:59Z
_version_	1777417353068281856

Retailer corporate branding / Sharifah Faridah Syed Alwi

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