TY  - JOUR
AB  - The purpose of this research was to develop a comprehensive measure of brand orientation and empirically examine whether a fashion retailer's brand orientation assists in explaining variations in its retail offer advantage over competitors. This study provides a conceptualisation and operationalisation of brand orientation within the context of fashion retailing. Four dimensions of brand orientation are introduced including distinctiveness, functionality, value adding and symbolic. The results suggest that the more brand oriented the fashion retailer, the greater its retail offer advantage over competitors. It concludes with new insights and suggestions for fashion retailers in driving greater differentiation and competitive advantage.
VL  - 32
IS  - 8
SN  - 0959-0552
DO  - 10.1108/09590550410546223
UR  - https://doi.org/10.1108/09590550410546223
AU  - Brïdson Kerrie
AU  - Evans Jody
PY  - 2004
Y1  - 2004/01/01
TI  - The secret to a fashion advantage is brand orientation
T2  - International Journal of Retail & Distribution Management
PB  - Emerald Group Publishing Limited
SP  - 403
EP  - 411
Y2  - 2024/04/25
ER  -