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Given that existing retail brand research tends to treat each level of a retail brand as a separate concept, this paper 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.

This study uses a scoping review approach that includes 478 retail brand articles. Subsequently, a thematic analysis method is applied.

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.

Theoretically, this review provides conceptual clarity by unveiling the multi-level 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.

Although many scholars have acknowledged inconsistencies in the use of the retail brand term within the existing empirical literature, no one has conducted a systematic study to clarify the confusion of terms. Aiming at unifying the use of terms, this study aims to explore the terms that best express each retail brand concept, and discusses the definitions of proposed terms that can distinguish the connotation of different retail brand concepts.

Through a systematic review, 463 articles were obtained, from which retail brand terms and their definitions were further extracted. Semantic analysis and content analysis were adopted to analyze terms and definitions, respectively.

Semantically, the terms that best express four levels of retail brand concepts are own product brand, store brand, platform brand and retailer brand. Six key elements to distinguish different levels of a retail brand are identified through the content analysis of definitions, and on this basis, four proposed terms are defined.

Noting that no study focuses on the conceptual confusion of retail brands in recent decades, the findings are expected to clarify the confusion of terms and unify the use of terms, hence facilitating the communication between scholars and the sharing of research results.

The aim of this paper is to explore the meaning of the term “retail brand” to small‐ to medium‐sized enterprise (SME) owner managers and how this impacts upon brand management practice.

This research utilises a case study approach, which involved 12 SME retailers located in two regions of the UK, combining qualitative interview data with desktop research and documentary evidence.

The findings of this paper confirm that the owner manager is central to the brand management function in SME retail firms. Furthermore, it was found that the retail brand encompasses both symbolic and functional meaning to the owner manager.

This research contributes to the retail and SME literature by offering a conceptual framework, which presents the interpretation of the retail brand from abstractive, service and environmental perspectives.

It is recommended that SME owner managers set an overall direction for branding across all aspects of the retail business. In doing so, existing retail brand models may be utilised as a tool kit for SME brand managers.

The research begins to address a significant empirical lacuna in branding at the SME retail marketing interface. This paper also adds to wider marketing discourse, through the presentation of terminological adaptation within a small retailing situ.

While the charity retail literature emphasizes the richness of human resource practices among charity retailers, it rarely makes the link between these practices and their interest for establishing charity retailers' brands. Simultaneously, while the retail branding literature increasingly emphasizes the central role of human resource practices for retail branding, it rarely explains how retailers should conduct such practices. The purpose of this study is to test the recent model proposed by Burt and Sparks in 2002 (the “fifth generation of retail branding”) which proposes that a retail brand depends on the alignment between a retailer's substance (vision and culture) and its perceived image by customers.

The research is based on an ethnographic study conducted within the Oxfam Trading Division, GB from October to December 2002.

The study supports the Burt and Spark's model and makes explicit the practice of human resource for branding. The study demonstrates that it was the alignment between the vision of Oxfam's top management and its new customer‐oriented culture, two elements of its core substance mediated to customers by store employees, which has enabled an improved customers' perception of the brand. The study also seeks to elaborate upon the Burt and Spark's model by specifying an ascending feedback loop starting from customers' perception of Oxfam brand and enabling the creation of a suitable culture and vision again mediated by store employees.

New research should explore whether and how retailers create synergies between human resource and marketing functions to sustain their brand image.

If the adoption of business practices by charity retailers is often discussed, this study highlights that commercial retailers could usefully transfer human resource best practices from leading charity retailers to develop their retail brand.

The paper is of value to commercial retailers.

The purpose of this research is to try to show the relevance of service quality in building a strong retail brand. It addresses how retailer attributes affect customer‐based retail brand equity, when considering retailers as brands. These attributes are compared with one another, and the importance of service is set in proportion to the other retailer attributes, both intersectorally and sector‐specifically. An integrated model is used here.

This is an empirical study across five retail sectors (grocery, textiles, DIY, consumer electronics and furniture retailing) based on a survey with 2,000 face‐to‐face interviews. Structural equation modelling is used to illustrate the impact of central dimensions of the perception of retailer service and of the other retailer attributes on customer‐based retail brand equity.

In retailing, service quality appears to be the most important retailer attribute in building a strong retail brand – as demonstrated in four out of five sectors. The integrated model developed in this study can make a significant contribution to a field of knowledge which at present is not well developed.

A more detailed analysis of the cross‐sectoral differences is undoubtedly necessary. Furthermore, a more exact analysis of retailer service is certainly required, but it must also incorporate other retailer attributes in order to achieve dimensions of comparison.

The importance of service in retailing is intersectorally underlined in comparison to the other retailer attributes/retail marketing instruments. Even in sectors that characteristically use self‐service, the importance of service quality and particularly of friendly and competent staff is evident. Compared to the other retailer attributes, service is one strategic element that can be used effectively by retailers of almost any size. A small or medium sized retailer usually cannot distinguish itself from its competitors by means of price, but with a service‐oriented business.

Unlike other investigations, a model is applied in this paper to five retail sectors, so both general and also sector‐specific conclusions can be drawn on the importance of customer service and the other retailer attributes. Furthermore, customer service is not analysed in isolation, thus we have dimensions of comparison, unlike many other authors who look at service alone.

The aim of this paper is to analyse the role of “trust” and “confidence/pessimism” in influencing consumer attitudes and buying intentions with respect to retail brands and products.

Following a review of the relevant literature, the paper presents a conceptual model of buying intentions regarding retail brands. The model is then tested quantitatively by structural equation modelling analysis using a sample of 581 adult consumers that are decision makers in their households regarding purchases of detergent brands.

The results show that the consumers' degree of confidence/pessimism regarding their general economic situation and their trust in retail brands are directly influencing the perceived benefits and indirectly their attitudes; the later having a direct impact on their purchase intentions.

Caution should be exercised in extrapolating the results from the present research context to other product categories and research settings.

The variables of “trust” and “confidence/pessimism” facilitate a more effective utilisation of the marketing mix with regard to retail brands.

The paper provides novel insights into consumer behaviour with regard to detergent retail brands. In particular, the variable of “confidence/pessimism” is especially relevant in the context of the prevailing adverse economic conditions.

Owing to the increasing market presence and financial success of retail brands, this study seeks to examine the comparative influence of manufacturer brands and retail brands on customers' purchase behaviors.

The survey was administered to 1,120 samples (of which 200 were returned), with data analyzed using structural equation modeling to test the study's hypotheses.

The study revealed that customers' loyalty to retail brand(s) has greater influence on their purchase behavior than manufacturer brand(s). It also revealed that attitude toward store brands directly influences one's propensity to switch to retail brands, and mediates relationships between loyalty to manufacturer/retail brands and one's propensity to switch to retail brand(s).

Only one type of retailer was employed in the study. The samples are individuals that have either purchased an item(s) from the retailer, or have at least visited one of their retail sites. The samples had relatively high disposable incomes.

The study found that retailers may need dissimilar marketing strategies for customers loyal to manufacturer brands and customers loyal to retail brands.

The study provides new and empirical insight into the ongoing debate of the comparative importance of manufacturer and retail brands.

This study aims to assess how department store websites can add online retail brand equity. A quick, relatively easy and low-cost diagnostic tool for stakeholders (e.g. retailers, investors) is presented.

A content analysis of department store websites in the USA and Latin America was conducted.

The findings show that Latin American and US department store websites exhibit acceptable use of online retail brand equity dimensions related to emotional connection and trust. In contrast, compared to their US counterparts, Latin American department store websites show weak usage on some of the dimensions of responsive service nature, online experience and fulfillment. The results also show that higher online retail brand equity is positively associated with average daily time on site. This indicates the usefulness of this index for developing effective websites to creating online retail brand equity.

This study suggests that Latin American department stores should improve three dimensions of online retail brand equity: responsive service nature, online experience and fulfillment. The online retail brand equity index presented can serve as a diagnostic tool for department store managers to monitor the online retail brand equity they are building on their websites. It is also possible to analyze the websites of competing department stores and monitor the long-term impact of modifications made to their websites and those of competitors.

This paper proposes an easy-to-apply index to assess online retail brand equity through website design partially. In addition, this research is the first to evaluate how Latin American department store websites, compared to those in the USA, are building online retail brand equity.

The purpose of this paper is to explore and identify the cues that shape the purchase of local retail apparel clothing brands in an emerging economy. The study further develops a conceptual framework for the cues that shape the purchase of local retail apparel clothing brands.

A focus group methodology is used for data collection from the local retail clothing consumers in Bangladesh. Data collected for this study were coded and categorized using inductive reasoning methods and similar responses were identified from a prepared data matrix. The results were presented in narrative while preserving the authenticity of participant response.

Three cues were identified that shape the purchase of local retail apparel clothing brands in Bangladesh. First, consumers buy local retail apparel clothing brands due to the product authenticity (product quality, product uniqueness, apparel fittings, apparel durability, color combination, attractive design, comfortability and reasonable price). Second, consumer cosmopolitanism (urbanization of people, migration and overseas travel, and access to cable television and international channels) positively related to the purchase of local retail apparel brands in Bangladesh. Third, consumer ethnocentrism (superiority of local made brands over imported foreign brands, moral obligation for purchasing local products and patriotism) is a contributory cue responsible for the success of local retail apparel clothing brands in Bangladesh.

This study is a first of its kind to significantly enrich the consumer behavior literature related to local retail apparel branded companies and their implications.