Influence of experiential branding on retail brand image (case of SPAR Int.)

Abstract

The goal of the following paper is to prove the existence of the interconnection between experiential retail brand benefits, (i.e. sensory brand experience), and the retail brand image, estimating the effect that brand experience has on the retail brand image. In order to achieve the project goal, following objectives were formulated: 1. Investigate main brand image constructs 2. Study main frameworks of the experiential branding 3. Analyze the retail marketing theory 4. Conduct an empirical study to investigate the brand image components, that are influenced by the brand experience 5. Develop a set of actions and practical recommendations concerning the creation of appropriate brand experience within the retail store which can be beneficially applied to Russian retail market 6. Conduct and audit of existing experiential potential of the international retail chain SPAR and propose strategic, operational and tactical recommendations for the local market (SPAR INT. CASE) Main Results: • Investigation of the retail brand experience has proven to be valuable • Holistic sensory approach has a greater impact on the retail brand experience than individual sensory stimulation • Main brand image components, influenced by the brand experience are visits frequency and time spent within the store • With the help of wise usage of practical tools it is easy to achieve experiential brand enhancement on a strategic, tactical and operational levels.