Retailers and supporting brands: A Master’s Thesis exploring the adverse effects on BRANDS sold through wholesale retailers

Nixon Bui

Student thesis: Master thesis


EXECUTIVE SUMMARY: The importance of branding has been realized not just at the product brand level but also all the way up to the corporate brand level especially in today’s globalized world. Branding is a complex management area that engages perspectives from different other areas of study. Retailing is one of the latest industries to incorporate the importance of branding. Retailing practice and the research resulting has experienced significant changes in recent years. Globally, retailing is witnessing seismic shifts. The growth of the Internet has powered upheavals in the retail landscape that are revolutionary in scope, and unprecedented in nature. Today, most large retailers have morphed into multichannel firms, where the same customer visits the retailer via different channels for different purposes (e.g. obtains information online, makes purchases offline, and contacts customer support via telephone). Most have also expanded their focus from selling products to engaging and empowering customers, with the ultimate goal of creating a rewarding customer experience. As a result, retailing practice is increasingly encompassing a broader range of activities as retailers expand the boundaries of their target markets and develop new ways for interacting with customers and channel partners. On the other hand supporting brands that are sold through retailers have one thing to understand is that the retailers have a different end game just like they do. Retailers here are trying to create their own brand as like they do; balancing priorities is always a challenging task for both the retailers and the supporting brands. These issues construct the main research question “How can supporting brands defend themselves from the retailers? A qualitative research has been conducted with the aim of gaining insights to customer experience expectation, which leads to store choice and thus affect the brand loyalty. The findings from the qualitative research have been carried to form the base for quantitative research, where attempts have been made to understand how physical store as a retail channel influence the customer perceptions on the supporting brands.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2014
Number of pages101