To read this content please select one of the options below:

Luxury fashion brand image building: the role of store design in Bally and Tod's Japan

Zhiqing Jiang (Graduate School of Commerce, Waseda University, Tokyo, Japan)
Shin’ya Nagasawa (Graduate School of Commerce, Waseda University, Tokyo, Japan)
Junzo Watada (Graduate School of Information, Production and Systems, Waseda University, Kitakyushu, Japan)

Management Decision

ISSN: 0025-1747

Article publication date: 12 August 2014

5969

Abstract

Purpose

The purpose of this paper is to reveal how store design influences luxury brand image building in a competitive market through the case study of two luxury fashion brands – Bally and Tod's.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Keywords

Citation

Jiang, Z., Nagasawa, S. and Watada, J. (2014), "Luxury fashion brand image building: the role of store design in Bally and Tod's Japan", Management Decision, Vol. 52 No. 7, pp. 1288-1301. https://doi.org/10.1108/MD-11-2012-0809

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

Related articles