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EMAC 2023 Annual

The affective aspects of the relationship with the store brand: for an integration of store's attributes

Published: May 24, 2023


Léa Pecjak, ESC AMIENS; Sophie Changeur, IAE AMIENS; Farah El Khatib, IAE AMIENS


The store brand represents, for the stores, an element of their identity that is explicitly communicated to consumers by the name and logo on the packaging of their products. While studies based on the concept of brand extension confirm the existence of cognitive transfers, there are no studies that have looked at the affective transfers that can exist between these two entities. However, that is an important element in the development of store equity. This empirical research aims to better identify the affective transfers between the store and its brand. To test our model, we have used a structural-equation model using the Partial Least Squares (PLS) regression technique. The results from 189 consumers put forward the attributes that are responsible for an affective relationship with the store and identify the existence of affective transfers between the store and its brand.