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JUOUL:<br />
IJAZAH:<br />
UNIVERSITI MALAYSIA SABAH<br />
BORANG PENGESAHAN STATUS TESIS@<br />
PENYELIOIKAN OALAM PENENTUAN BAGI JENAMA<br />
KORPORAT OALAM INOUSTRI FESYEN 01 BAN OAR KOTA<br />
KINABALU, SABAH.<br />
SARJANA PENGURUSAN PERNIAGAAN<br />
SESI PENGAJIAN: 2005 - 2007<br />
Saya, HO SU SAN mengaku membenarkan tesis Sarjana ini disimpan di<br />
Perpustakaan Universiti Malaysia Sabah dengan syarat-syarat kegunaan seperti<br />
berikut:<br />
1. Tesis adalah hakmilik Universiti Malaysia Sabah.<br />
2. Perpustakaan Universiti Malaysia Sabah dibenarkan membuat salinan untuk tujuan<br />
pengajian saya.<br />
3. Perpustakaan dibenarkan membuat salinan tesis ini sebagai bahan pertukaran<br />
antara institusi pengajian tinggi.<br />
4. TIDAK TERHAD.<br />
(P:erT'd'Tis: HO SU SAN)<br />
Alamat:<br />
P. O. BOX 980,<br />
90710 Sandakan,<br />
Sabah, Malaysia.<br />
Tarikh: 2007<br />
Disahkan oleh<br />
(TANDATANGAN PERPUSTAKAWAN)<br />
(Penyelia: Pn. Dayangku Aslinah Abd. Rahim)<br />
Tarikh:<br />
CATATAN: @ Tesis dimaksudkan sebagai tesis Ijazah Doktor Falsafah dan Sarjana<br />
secara penyelidikan atau disertassi bagi pengajian secara kerja kursus dan penyelidikan<br />
atau laporan Projek Sarjana Muda (LPSM).
A STUDY ON THE DETERMINANTS OF<br />
CORPORATE BRAND IMAGE IN THE<br />
FASHION RETAIL INDUSTRY<br />
HO SU SAN<br />
A dissertation submitted in partial fulfillment of the<br />
requirements for the degree of Masters of Business<br />
Administration<br />
SCHOOL OF BUSINESS AND ECONOMICS<br />
UNIVERSITY MALAYSIA SABAH<br />
2007
DECLARATION<br />
The material in this dissertation are original except for quotations, excerpts, summaries and<br />
<strong>references</strong>, which have been duly acknowledge.<br />
Ho Su San<br />
PS05-006(K)-025<br />
6 July 2007
ACKNOWLEGDEMENT<br />
The completion of this study was made possible by the assistance, cooperation, ideas and<br />
input of various individuals. First of all, I would like to thank God for granting me the<br />
spiritual guidance, supports, perseverance and will to complete this study. I am very<br />
grateful to my husband and my family member for their constant support, understanding<br />
and patient.<br />
Secondly, my gratitude and appreciation also goes to my supervisor, Ms. Grace<br />
Phang and my co-supervisor, Dr. Fumitaka guided me through this study. I also would like<br />
to express my heartfelt gratitude to all my MBA lecturers and classmates for their support<br />
and inputs which eventually led to the betterment of my research.<br />
Special thanks for all those who have assisted me in SPSS analysis and also to<br />
those who have participated in this research. Your valued contribution is greatly<br />
appreciated.<br />
ii
ABSTRACT<br />
Corporate brands are an increasingly important element of organizational and marketing<br />
strategy. Among the changes that businesses make as they move towards globalization is<br />
a shift in marketing emphasis from product brands to corporate branding. In an era when<br />
companies can no longer base their strategy on a predictable market or a stable<br />
preferential product range, the ground rules for competition change. Differentiation requires<br />
positioning, not of products, but the whole corporation. Accordingly, the values and<br />
emotions symbolized by the organization become key elements of differentiation strategies,<br />
and the corporation itself moves center stage. The proposed research takes a look at the<br />
determinants of the retail corporate branding for the fashion industry. The purpose of this<br />
research is to identify and study the different constructs of corporate brand management of<br />
retailers in the Kota Kinabalu. In summary, this study was analyzed by using various<br />
statistical analyses, which investigate the determinants of the corporate brand image for<br />
both the local and foreign fashion retails from the customers' perspective. Results showed<br />
that physical facilities and store atmosphere proves to have the most significant influence<br />
on corporate brand image for both the local and foreign fashion retails. Management<br />
implications and suggestions for future research are discussed.<br />
iii
ABSTRAK<br />
PENYELID/KAN DALAM PENENTUAN BAGI JENAMA KORPORA T DALAM<br />
/NDUSTR/ FESYEN<br />
Jenama korporat semakin memainkan peranan yang penting da/am satu organisasi<br />
dan strategi pemasaran Antara perubahan da/am bidang pemiagaan ke arah<br />
g/obalisasi ia/ah pertukaran ha/a tuju dari jenama barangan kepada jenama<br />
korporat. Da/am era di mana sesebuah syarikat tidak dapat bergantung kepada<br />
strateginya da/am pasaran rama/an atau stabiliti dalam memberi keutamaan da/am<br />
sesuafu produk yang merupakan asas bagi suatu saingan pemiagaan. Perbezaan<br />
dalam sesebuah syarikat per/u memberi keutamaan da/am se/uruh korporat dan<br />
bukan hanya setakat barangan sahaja. Nilai dan emosi yang ditunjukkan o/eh suatu<br />
organisasi akan menjadi satu ciri ufama da/am membezakan strateg; bag; korporat<br />
tersebut untuk menarik perhatian para konsumer. Penye/idikan in; membincangkan<br />
penentu bagi jenama korporat dalam industri fesyen. Tujuan penye/idikan ini ia/ah<br />
untuk menentukan dan membincangkan perbezaan da/am pengurusan jenama<br />
korporat di sekitar Kota Kinaba/u. Kesimpulannya, thesis ini menggunakan pe/bagai<br />
ana/isis statistik bagi mendapatkan penentu untuk jenama korporat tempatan dan<br />
antarabangsa dari pandangan konsumer. Hasil kajian menunjukkan kemudahan<br />
dan keadaan butik je/as menunjukkan pengaruh yang penting da/am jenama<br />
korporat bag; pem;agaan fesyen tempatan dan antarabangsa. Imp/ikasi<br />
pengurusan dan cadangan bagi kajian seterusnya juga akan dibincangkan.<br />
iv
TITLE PAGE<br />
DECLARATION<br />
ACKNOWLEDGEMENTS<br />
ABSTRACT<br />
ABSTRAK<br />
TABLE OF CONTENTS<br />
LIST OF FIGURES<br />
LIST OF TABLES<br />
LIST OF APPENDICES<br />
CHAPTER 1: INTRODUCTION<br />
1.1 Overview<br />
1.2 Research Problem<br />
1.3 Rationale of the Study<br />
1.4 Scope of Study<br />
1.5 Objective of Study<br />
1.6 Definition of Terms<br />
1.6.1 Corporate Brand Image<br />
TABLE OF CONTENTS<br />
1.6.2 Physical Facilities and Store Atmosphere<br />
1.6.3 Price and Promotion<br />
1.6.4 Product-Related Attribute<br />
1.6.5 Customer Service<br />
1.6.6 Corporate Identity<br />
1.7 Summary and Organization of Remaining Chapters<br />
Page<br />
ii<br />
iii<br />
iv<br />
v<br />
ix<br />
x<br />
xii<br />
1<br />
3<br />
4<br />
5<br />
6<br />
5<br />
5<br />
6<br />
6<br />
7<br />
7<br />
7<br />
8<br />
v
CHAPTER 2: LITERATURE REVIEW<br />
2.1 Introduction<br />
2.2 Brand<br />
2.3 Corporate Branding<br />
2.3.1 The Importance of Corporate Branding to Companies<br />
2.4 Corporate Brand Image<br />
2.5 Retail Strategy and Retailer Image<br />
2.5.1 Fashion Retailing<br />
2.6 Consistent Corporate Brand Through Staff<br />
2.7 Determinants of Retail Corporate Brand Image<br />
2.7.1 Physical Facilities and Store Atmosphere<br />
2.7.2 Price and Promotion<br />
2.7.2.1 Retailer Pricing Format<br />
2.7.3 Product-Related Attribute<br />
2.7.4 Customer Service<br />
2.7.5 Corporate Identity<br />
2.8 Consumers Demographic Characteristics<br />
2.9 Summary<br />
CHAPTER 3: RESEARCH METHODOLOGY<br />
3.1 Introduction<br />
3.2 Theoretical Framework<br />
3.3 Definition of Variables<br />
3.3.1 Retail Corporate Brand Image<br />
3.3.2 Physical Facilities and Sore Atmosphere<br />
10<br />
12<br />
13<br />
17<br />
18<br />
20<br />
21<br />
23<br />
24<br />
28<br />
30<br />
30<br />
32<br />
36<br />
37<br />
42<br />
44<br />
45<br />
45<br />
47<br />
47<br />
47<br />
vi
3.3.3 Price and Promotion<br />
3.3.4 Product-Related Attribute<br />
3.3.5 Customer Service<br />
3.3.6 Corporate Identity<br />
3.3.7 Age<br />
3.3.8 Gender<br />
3.3.9 Occupation<br />
3.3.10 Education Level<br />
3.4 Research Hypothesis<br />
3.5 Type of Study<br />
3.6 Nature of Study<br />
3.7 Instrument<br />
3.8 Sample Design<br />
3.9 Data Collection Method<br />
3.9.1 Primary Data<br />
3.9.2 Secondary Data<br />
3.10 Data Analysis<br />
3.11 Summary<br />
CHAPTER 4: RESULTS<br />
4.1 Introduction<br />
4.2 Descriptive Statistics of Profile of Respondents<br />
4.3 Reliability Test: Cronbach's Alpha<br />
4.4 Statistics of Variable Overview<br />
4.4.1 Descriptive analysis on independent variables<br />
47<br />
47<br />
48<br />
48<br />
48<br />
48<br />
48<br />
49<br />
49<br />
51<br />
52<br />
52<br />
53<br />
54<br />
54<br />
54<br />
55<br />
56<br />
57<br />
57<br />
59<br />
61<br />
61<br />
vii
4.5 T - Test: Paired Sample T-Test 64<br />
4.6 Hypothesis Testing 67<br />
4.6.1 Hypotheses testing on the independent and dependent 68<br />
Variables<br />
4.6.2 Hypotheses testing on the moderating variable 75<br />
4.7 Summary of Findings 83<br />
CHAPTER 5: DISCUSSION AND CONCLUSION<br />
5.1<br />
5.2<br />
5.3<br />
5.4<br />
5.5<br />
5.6<br />
Introduction<br />
Recapitulations of Study<br />
Discussion and Implication of Study<br />
5.3.1 The impact of physical facilities and store atmosphere 86<br />
5.3.2 The impact of price and promotion 88<br />
5.3.3 The impact of product-attribute related 89<br />
5.3.4 The impact of customer service 90<br />
5.3.5 The impact of corporate culture 91<br />
5.3.6 The impact of corporate strategy 91<br />
5.3.7 The impact of demographic as moderator 92<br />
5.3.8 Managerial implications 93<br />
Limitations of Study<br />
Suggestions for Future Research<br />
Conclusion<br />
REFERENCES<br />
APPENDICES<br />
85<br />
85<br />
86<br />
97<br />
98<br />
99<br />
100<br />
114<br />
viii
LIST OF FIGURES<br />
Figure 2.1 Strategic Planning Process 21<br />
Figure 2.2 Abratt's Model 40<br />
Figure 2.3 Stuart's Model 42<br />
Figure 3.1 Theoretical Framework 46<br />
Page<br />
ix
Table 2.1<br />
Table 3.1<br />
Table 3.2<br />
Table 4.1<br />
Table 4.2<br />
Table 4.3<br />
Table 4.4<br />
Table 4.5<br />
Table 4.6<br />
Table 4.7<br />
Table 4.8<br />
Table 4.9<br />
Table 4.10<br />
Table 4.11<br />
Table 4.12<br />
Table 4.13<br />
. Table 4.14<br />
Table 4.15<br />
LIST OF TABLES<br />
Corporate Brand Characteristics<br />
Sample Design<br />
Statistical Method For Hypothesis Testing<br />
Respondent Profile<br />
Cronbach's Alpha<br />
Mean and Standard Deviation<br />
Paired Samples Test<br />
Ranked Variance of Determinants For Corporate Brand Image<br />
Mu!tiple Hegression for Local Fashion Retail<br />
Analysis of Variance for Local Fashion Retail<br />
Variables in Equation of Local Fashion Retail<br />
Multiple Regression for Local Fashion Retail<br />
Analysis of Variance for Local Fashion Retail<br />
Variables in Equation of Local Fashion Retail<br />
Hierarchical Regression with Moderating Variable<br />
(Foreign Fashion Retail)<br />
Hierarchical Regression with Moderating Variable - Age<br />
(Foreign Fashion Retail)<br />
Hierarchical Regression with Moderating Variable - Gender<br />
(Foreign Fashion Retail)<br />
Hierarchical Regression with Moderating Variable - Occupation<br />
(Foreign Fashion Retail)<br />
Page<br />
15<br />
54<br />
56<br />
58<br />
60<br />
63<br />
66<br />
. 67<br />
68<br />
68<br />
68<br />
71<br />
72<br />
72<br />
75<br />
76<br />
77<br />
79<br />
x
Table 4.16<br />
Table 4.17<br />
Hierarchical Regression with Moderating Variable -<br />
Education Level (Foreign Fashion Retail)<br />
Summary of Hypotheses<br />
81<br />
83<br />
xi
LIST OF APPENDICES<br />
Page<br />
Appendix I : Questionnaire 114<br />
Appendix II : Descriptive Statistics 127<br />
Appendix III: Descriptive Statistics - Moderator 132<br />
Appendix IV : T - Test 134<br />
Appendix V : Reliability Test 135<br />
Appendix VI: Multiples Regression 143<br />
Appendix VII: Hierarchical Regression 145<br />
xii
1.1 Overview<br />
CHAPTER 1<br />
INTRODUCTION<br />
Corporate brands are an increasingly important element of organizational and marketing<br />
strategy. Among the changes that businesses make as they move towards globalization is<br />
a shift in marketing emphasis from product brands to corporate branding. In an era when<br />
companies can no longer base their strategy on a predictable market or a stable<br />
preferential product range, the ground rules for competition change. Differentiation requires<br />
positioning, not of products, but the whole corporation. Accordingly, the values and<br />
emotions symbolized by the organization become key elements of differentiation strategies,<br />
and the corporation itself moves center stage. The proposed research takes a look at the<br />
determinants of the corporate brand image which focus on the fashion retail industry.<br />
Given the complex nature of brands and branding, many organizations often fail to<br />
consider the role that employees can play in realizing a company's brand strategy. Whether<br />
it's the actual impact on customer service levels or the influence on stakeholder<br />
perceptions, employee behavior impacts on company brand perceptions and ultimately<br />
affects the bottom line. As retail sector is more customer services oriented and has more<br />
domains for interactions of staff members directly with customers, there is a greater scope<br />
'of translating and conveying the corporate brand of a retail firm through these interactions.<br />
The proposed research also focuses on how the different factors contributing<br />
towards the corporate branding image of a retailing firm, are strategically aligned and how<br />
this alignment is influenced by the performance and interaction of the customer services<br />
staff of the retail firm with the customers. The proposed research would identify the<br />
different factors that devise the constructs for corporate retail branding. It would identify the<br />
1
different factors that contribute towards the corporate branding of a retail organization and<br />
how do the customer services employees translate and contribute towards the corporate<br />
branding of the retail organization.<br />
The last decade has seen major flux in retailing, especially in the grocery and<br />
general merchandise industry such as fashion retail industry. On one hand, the growth of<br />
promotions and private labels has been seen by many as an indicator of growing retailer<br />
power. On the other hand, the growth of discounters and warehouse clubs has put<br />
immense pressure on traditional retailers and significantly increased retail competition both<br />
within and between retail formats. Since a large portion of most retailers' revenue and profit<br />
comes from selling manufacturer brands, which many of their competitors also offer,<br />
building their own equity is a particularly challenging problem, but one with big potential<br />
rewards. Such equity insulates them from competing retailers, which has the direct impact<br />
of increasing revenue and profitability, and the indirect impact of decreasing costs as their<br />
leverage with brand manufacturers also increases.<br />
Although many important branding principles apply, retailer brands are sufficiently<br />
different from product brands that the actual application of those branding principles can<br />
vary. Retailer brands are typically more multi-sensory in nature than product brands and<br />
can rely on rich consumer experiences to impact their equity. Retailers also create their<br />
brand images in different ways, e.g., by attaching unique associations to the quality of their<br />
service, their product assortment and merchandising, pricing and credit policy, etc.<br />
In most consumer industries, the image of retailer brands also depends on the<br />
manufacturer brands they carry. Retailers use manufacturer brands to generate consumer<br />
interest, patronage, and loyalty in a store. Manufacturer brands operate almost as<br />
"ingredient brands" that wield significant consumer pull, often more than the retailer brand<br />
does. To the extent "you are what you sell," manufacturer brands help to create an image<br />
and establish a positioning for the store.<br />
2
At the same time, retailers compete with manufacturers for consumer pull to<br />
increase their relative market power and their share of the total channel profit pie (Steiner,<br />
1993). In doing so, they may sell some of their own brands. In fact, in industries like<br />
apparel, one can find several examples of retailers who carry only their own private label<br />
products. Private label products may have their own unique brand names or be branded<br />
under the name of the retailer. They allow the retailer to differentiate its offerings from<br />
competing retailers, although often without the support afforded manufacturers brands.<br />
It is critical important on understanding how a retailer should be positioned and how<br />
the brand assortment sold by the retailer is related to its image. Some retailers have<br />
managed their brands more effectively than others, as is evident in their performance. For<br />
instance, although overall U.S. retail profitability did not improve during the eighties and<br />
nineties, some retailers have fared exceedingly well (Ailawadi, Borin, & Farris, 1995).<br />
1.2 Research Problem<br />
Fashion retailing is emerging as one of the most challenging areas of business activity in<br />
the world market. Uncertainties in demand, shrinking selling seasons, lengthening delivery<br />
lead times, increasing competition and thinning margins together make the job of the<br />
retailer truly daunting.<br />
The development of a strong brand in the domestic market, in terms of store image,<br />
product, and customer service, would seem to form the basis for long-term viability and<br />
.success in the markets. Concerns related to build up a successful corporate brand image<br />
are evident in the marketplace. Over the years, a majority of the consumers have realized<br />
that the corporate brand image have a direct impact on their buying behavior, satisfaction<br />
and loyalty issues.<br />
An important challenge facing fashion retailer is to identify which factors are the<br />
influences to build-up a strong corporate brand image. It is apparent that an enhanced<br />
3
knowledge of the profile of this segment of consumers' and employees' would be extremely<br />
useful. The closer we more to an understanding of what causes individuals to perceive the<br />
corporate brand image, the better the management will be able to develop the marketing<br />
strategies specifically targeted at these consumers.<br />
The research questions highlighted in this paper are to verify the determinants of<br />
the corporate brand image and how does the customer perceive it as a brand image. In this<br />
regard, key issues concerning the relationship between the factors that influence the<br />
corporate brand image. Besides, the research paper also focused on the relationship<br />
between the determinants of the corporate brand image and demographic characteristics,<br />
for example age, gender, occupation and education level. A conceptual framework has<br />
been developed.<br />
Hence, the research question is, "To what extent does physical facilities and<br />
store atmosphere, price and promotion, product-related attribute, customer service<br />
and corporate identity will influence the corporate brand image in the local and the<br />
foreign fashion retail industry from the customers' perspective,"<br />
1.3 Rationale of the Study<br />
In exploring for the determinants and factors that might affect the perceptions of the<br />
corporate brand image from the customers, in the context of this study is both the local and<br />
foreign fashion retailer in Kota Kinabalu. This study is to investigate the determinants of the<br />
corporate brand image for the fashion retailer in Kota Kinabalu. Thus, it is hoped to assist<br />
both the local and the foreign fashion retailer to identify and understand the determinants<br />
and their significance that may influence the perceptions on the corporate brand image.<br />
And yet, this can lead to possibility for further improvement of programs for the strategic<br />
management for the fashion retail in Kota Kinabalu.<br />
4
context of this research, both employees working in the fashion retail and the<br />
consumers will be tested on their perception on the corporate brand image that may<br />
influence their purchase behavior.<br />
1.6.2 Physical Facilities and Store Atmosphere<br />
Physical facilities and store atmosphere refers to the internal and the external<br />
environment of the retail shop. The psychological impact of "the store's atmosphere<br />
crease a retail image in the shopper's mind, with the atmosphere influencing<br />
consumer behavior in three ways, by creating attention, messages and emotional,<br />
affective response (McGoldrick, 1990). In the context of this research, physical<br />
facilities and store atmosphere refers to the store's cleanliness, ambient features,<br />
interior and exterior design of the store and so forth.<br />
1.6.3 Price and Promotion<br />
The price of the product or service is particularly important attribute association<br />
because consumers often have strong beliefs about price and value of a brand and<br />
may organize their product category knowledge in terms of the price tiers of<br />
different brands (Robert and Kenneth, 1989). The price from this research is the<br />
pricing policy for the brand that can create associations in consumer's minds to the<br />
relevant price tier or level for the brand in the category, as well as to its<br />
corresponding price volatility or variance (in terms of the frequency or magnitude if<br />
discounts, etc). The pricing strategy of the fashion retail in this research can<br />
influence the brand image as well.<br />
6
1.6.4 Product-Related Attribute<br />
Product-related attribute refers to a product's physical composition or a service's<br />
requirements and are what determine the nature and level of product performance.<br />
Product-related attributes can be further distinguished according to essential<br />
ingredients and optional features, either necessary for a product to work, or allowing<br />
for customization and more versatile, personalized usage. In this study, product<br />
related attributes will be in terms of the merchandize quality, assortment and the<br />
style or design of the product.<br />
1.6.5 Customer Service<br />
Customer service refers to any act or performance that one party can offer to<br />
another that is essentially intangible and does not result in the ownership of<br />
anything (Kotler, 1994). Customer services come in many different forms. Although<br />
the production of customer services is not necessarily tied to a physical product, but<br />
they often accompany goods in some way. In this context of study, there are a<br />
number of dimensions of customer service quality: reliability (ability to perform the<br />
promised service right at the first time), responsiveness (willing to help customers),<br />
competence (knowledge and skill of employee), empathy (caring, individualized<br />
attention provided), courtesy (friendliness of customer contact) and communication<br />
(keeping customers informed in language they can understand and listen to what<br />
they say).<br />
1.6.6 Corporate Identity<br />
In the context of this study, corporate identity refers to a strategic manifestation of<br />
corporate-level vision and miSSion, underpinned by the strategies which a<br />
corporation employs in its operations or production (Melewar and Wooldridge,<br />
7
2001). A strong emphasis is placed on ethical and cultural values, as well as<br />
organizational history and philosophy (Ind, 1992). According to Balmer (1998),<br />
corporate identity is a multidisciplinary field. It is a term used to identify the essence<br />
of what the firm is and thus incorporates many unique characteristics of the firms<br />
such as history, philosophy, culture, communication and the industry the firm<br />
operates in. Besides, the corporate identity also is inseparable from the corporate<br />
personality of the organization.<br />
1.7 Summary and Organization of Remaining Chapters<br />
This study comprises of five chapters to theoretically and methodologically to explain the<br />
research. Following will be the summary and organization of the remaining chapters:<br />
Chapter 1 Introduction and Background - The purpose of this chapter is to present<br />
the overview of the research and its significance, the objectives, the scope of the study and<br />
finally the terms definition used in this context of research.<br />
Chapter 2 Literature Review - This chapter consists of the sufficient knowledge<br />
regarding the issues and terminologies within the field of the thesis.<br />
Chapter 3 Methodology - The purpose of this chapter is to give explanation to the<br />
.techniques and methodologies that will be used to conduct the research. A theoretical<br />
framework will be presented as well as the explanation of research hypotheses, type of<br />
study, nature of study, unit of analysiS, instrument, sample design, data collection and data<br />
analysis methods.<br />
8
Chapter 4 Key Findings, Data Analysis and Interpretation - The fourth section<br />
illustrates the respondent profiles and research findings.<br />
Chapter 5 Discussion and Conclusion - This chapter will be interpret all the data and<br />
gathered information to draw a conclusion for the research. Apart from it, this chapter also<br />
includes the implications and limitations of research as well as provides some suggested<br />
directions for fUrther research on this topic.<br />
9
2.1 Introduction<br />
CHAPTER 2<br />
LITERATURE REVIEW<br />
The marketing and apparel literature generally agrees on the subject of fashion leadership<br />
in that fashion leaders are more likely to be young consumers (Goldsmith et aI., 1991 ;<br />
Gutman and Mills, 1982; Horridge and Richards, 1984; Mason and Bellenger, 1974;<br />
Scrugge, 1977). When compared with other consumer groups, young fashion leaders are<br />
those consumers that consider fashion to be of great importance to their lifestyles. Fashion<br />
leaders have well defined convictions about taste, in particularly their own, and are<br />
champions of new styles and generally influence other consumers to adopt and buy the<br />
latest fashions (see Beaudoin et aI., 1998; Kaiser, 1990; Polegato and Wall, 1980; Schrank<br />
and Guiimore, 1973).<br />
When attempting to ascertain the reason for poor levels of performance, it is<br />
reasonable to assume that this may be due to ineffective positioning (Davies and Brooks,<br />
1989), and a failure of the retailers positioning strategy. This is an integrated management<br />
activity that takes in elements of the retail mix such as merchandising, store formats, sales<br />
staff interaction, promotional efforts (Walters and Laffy, 1996) and unsurprisingly reputation.<br />
These factors create a point of differentiation, separate retailers from the competition, and<br />
create the retail brand. Intensifying retail competition and growing market saturation are<br />
continually forcing fashion retailers to devise more creative positioning and differentiation<br />
tools (Arnirani and Gates, 1993). Such pressures in this sector tend to give rise to<br />
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