Exploring the holistic nature of a multi-level retail brand: a scoping review

Chen, Shaoyuan;Wang, Pengji;Wood, Jacob

Abstract

Purpose – Given that existing retail brand research tends to treat each level of a retail brand as a separate concept, this review aims to unveil the holistic nature of a multi-level retail brand, considering the distinctiveness of each level and the interrelationships between the images of different levels. Design/methodology/approach – This study employs a scoping review approach that includes 478 retail brand articles. Subsequently, a thematic analysis method is applied. Findings – The brand attributes that shape the distinct image of each retail brand level encompass diverse intrinsic and extrinsic attributes. Moreover, the holistic nature of a multi-level retail brand is formed by the interrelationships between the images of different levels, which are reflected in the presence of common extrinsic attributes and their interplay at attribute, benefit and attitude levels. Originality/value – Theoretically, this review provides conceptual clarity by unveiling the multilevel yet holistic nature of a retail brand, helping researchers refine and extend existing theories in retail branding, while also providing new research opportunities in this field. Practically, the findings could guide retailers in implementing differentiated branding strategies at each level while achieving synergy across all levels.

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Journal of Product & Brand Management

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2054-1643

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Emerald

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DOI

10.1108/JPBM-12-2022-4280