Abstract :
Branding is the process involved in creating a unique name and image of product in consumers' mind. Brand identity represent the all visible elements of brands like logo, colourand design etc. Previous research shows that brand image positively influences the retail store image. It is also drawn from previous study that higher retail store image reflects the higher store loyalty. So,consider these studies in mind, the purpose of this study to find out the relationship among Brand Identity, Store Image and Store Loyalty in context of Multi Brand retail outlets. Further a conceptual frame work has been developed integrating the outcomes of the relationships in order to make propositions for building and taking advantage of these relationship. The findings will provide an interrelationship between a consumer's behaviour toward one store and his images of other stores.Several implications of the proposed conceptual framework have been suggested for further academic as well as managerial practice.
Keyword :
Branding, Brand Identity ,Store Loyalty , Brand Image , Retail Store Image