The Impact of Selected Image Dimensions of Flagship Stores on Consumer’s Brand Associations

As a part of a company’s marketing-mix, flagship stores play a major role in attracting consumers emotionally and strengthening their brand loyalty. However, few studies have investigated the direct influence of flagship store image dimension on brand equity. Drawing on data from flagship store visitors (n = 110) of a German domestic appliances manufacturer, we analyze the antecedent and consequences of brand equity within the context of a multisensory brand experience. We show that the “infotainment” aspect, as well as the location and the visual appearance of a flagship store, lead to higher brand loyalty.