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