Richard Olson
AdvertisingBusinessWillingness to payBrand loyaltyBrand identityProduct (business)Leverage (finance)
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Abstract This research highlights the importance of retailer-consumer identity congruence – the match between the retail brand identity and the consumers’ identity. Retailers can leverage identity congruence to forge meaningful consumer-brand relationships which will result in enhanced engagement, brand loyalty, and willingness to pay. The paper discusses how creative merchandise offerings and innovative merchandising strategies contribute to the creation of a unique retail brand identity and fa...
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