Store Prototypes and Retail Brand Development

Abstract

This research examines the role of consumers’ processing of store prototype designs in the development of a retail brand. Three prototype generations of the same grocery retailer are examined using multi-group comparisons and structural equations modelling. The findings indicate how minor prototype changes induce fluency affects, automaticity and integral affects at the store-level and brand loyalty and credibility at the retail-level. Different store and retail-level effects result from the processing of established and changed prototype designs. This research thus responds to calls for branding research to consider the fluidity of meanings that consumers attribute to brands and the processes that lead to short and long-term retail brand development.