International Journal of Retail & Distribution Management
Special Issue: "Retail Branding"
Hrsg.: Dieter Ahlert, Peter Kenning, Rainer Olbrich, Hendrik Schröder
Emerald Group Publishing publishes a special issue of the International Journal of Retail & Distribution Management devoted to Retail Branding, edited by Prof. Dr. Peter Kenning, Chair of Marketing at Zeppelin Universität. The newly published issue (Vol. 37, No. 11) includes six interesting articles on a variety of topics, including one entitled "Marshall Field’s Becomes Macy’s: Understanding Retail Brand". Through studying the struggle with rebranding that Macy’s experienced in Chicago, the article discusses the particular factors that give strength and longevity to a retailer’s brand, particularly one associated with a family name. The author, Marilyn Lavin, states that "changing the name of the iconic Chicago store, Marshall Field, to Macy’s, a retailer associated with New York City, offered a unique opportunity to study the strength of the retail brand. In addition, the fieldsfanschicgo.org blog provided first-hand insights related to how customer attachment to a particular store is established and maintained."
In the highly competitive marketplace of today, retail branding is important in defining a distinctive profile that fits the values and goals of a company. The goal of this special issue – which includes both conceptual and empirical studies – is to introduce new research approaches and ideas that companies can use to efficiently manage their retail brand. Guest Editor Peter Kenning, Chair of Marketing at Zeppelin Universität, Germany explains: "Facing the increased relevance of retail branding, more insights into this phenomenon are absolutely essential. We are glad that this special issue helps to fill some of the most relevant research gaps."
In addition to the article “Marshall Field’s Becomes Macy’s”, the issue includes:
• Consumer-factors moderating private label brand success: further empirical results, by Mark S. Glynn and Shaoshan Chen
• How to solve product-harm crises in retailing?: Empirical insights from service recovery and negative publicity research, by Dirk Standop and Guido Grunwald
• Consequences of competition between national brands and private labels: Empirical results from different German outlet formats, by Rainer Olbrich and Gundula Grewe
• Moderating role of involvement in building a retail brand, by Bernhard Swoboda, Frank Haelsig, Hanna Schramm-Klein and Dirk Morschett
• Retailer premium own-brands: creating customer loyalty through own-brand products advantage, by Ying Huang and Patricia Huddleston
