Brand morphing across Wal-Mart customer segments

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Title Brand morphing across Wal-Mart customer segments
Author Merrilees, Bill; Miller, Dale
Journal Name Journal of Business Research
Editor C. Jevons, C. Veloustou, G. Christodoulides, L. de Chernatony
Year Published 2010
Place of publication United States
Publisher Elsevier Inc
Abstract The premise of segmentation theory is that different segments each have a discrete customer profile and behavioral characteristics. At a conceptual level, the recent branding literature recognizes that different sub-cultures or segments could experience different meanings of an organization's brand. However, few quantitative studies address the issue. The current paper combines branding and segmentation theory and offers a new perspective on whether all segments have the same brand meaning. A leading discount retailer, Wal-Mart, is the focus of this Canadian-based investigation. Two segments of Wal-Mart customers are the basis of the study — one segment preferring Wal-Mart and one less attached. The research quantifies the two networks of brand meaning that the two segments associate with the Wal-Mart (corporate) brand. Empirically, brand morphing of the corporate brand occurs, with different brand meanings across the two segments.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1016/j.jbusres.2009.10.008
Volume 63
Issue Number 11
Page from 1129
Page to 1134
ISSN 0148-2963
Date Accessioned 2010-09-20
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
URI http://hdl.handle.net/10072/34318
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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