The images of foreign versus domestic retailer brands in China: A model of corporate brand image and store image

摘要: Both foreign and domestic retailers are competing for the newly emerged affluent consumers in China, yet little is known about how these retailer brands perceived by Chinese consumers. The corporate branding literature often considers retailer’s store image as image, which neglects nuance between two interrelated but distinctive constructs. Drawing upon cognitive associative network categorisation theories, this study investigates interrelations of brand their differential effects on consumer patronage intention, with origin (foreign versus domestic) a moderator. Our sample was from survey 338 department customers Beijing, China. empirical results show that both have positive effect stronger. Brands more than local counterparts, there no significant difference origin. Corporate recommendations operating China provided.