What is it about?
The “Brand Dimensions Scales” created by Aaker (1997) can enable to measure luxury brand and store image in a scientific way. The results clarify that there is a big gap between consumers’ and managers’ cognition; the architect who designs the building could be a efficient way of advertising a luxury brand and its building to the public; and location and store atmosphere should influence luxury brand image building through non-verbal communication.
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Why is it important?
This research study on luxury brand image building provides a way to measure brand image and assesses the impact change in brand image as well as its stores.
Perspectives
Quantitative (questionnaires) and qualitative (interview) approaches are both utilized in this research study. The authors interviewed brand managers of Bally and Tod’s Japan and then conducted questionnaires to 57 consumers and six brand managers. Correspondence analysis, multidimensional analysis, and rough set theory were utilized to analyze the data obtained from questionnaires in order to draw the positioning maps of brand image and store image, calculate the distance of images between managers and consumers and derive and compare inference structure.
Professor SHINYA NAGASAWA
Waseda Daigaku
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This page is a summary of: Luxury fashion brand image building: the role of store design in Bally and Tod's Japan, Management Decision, August 2014, Emerald,
DOI: 10.1108/md-11-2012-0809.
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