Resumen de The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity
Pierre-Yann Dolbec, Jean-Charles Chebat
Highlights: [�] Store image strongly impacts brand attitude, brand attachment, and brand equity through the mediation of brand experience. [�] Brand experience is introduced as a new mediator to the academic retailing literature. [�] For the same brand, the store type (flagship vs. brand store) moderates the impact of store image on brand experience. [�] The impact of store image on brand experience is increased for the flagship. [�] Consumers� in-store brand experiences can be increased by appealing to their emotions, senses, behaviors, and cognition
