Effect and Antecedent of Retail Brand Image

本研究旨在探讨零售品牌形象的前因，并进一步了解其对消费者购买决策过程的影响。基于消费者记忆中的联想网络概念，作者试图从理论和管理的角度对这一现象进行研究，为了实现上述研究目的，作者试图建立有效的假设，他进行了以下三个研究：（1）对相关领域的文献进行全面而深刻的回顾（2）对日本消费者的半结构化访谈;（3）在真实的零售店进行的经验研究和观察方法。基于三种研究方法的研究结果，作者进行了一次在线调查来验证假设，并为未来的研究可能性重新制定了假设。

The purpose of this study is to investigate the antecedent of retail brand image, and to further understand its influence on consumers' purchase decision making process. Based on the notion of association network in consumers' memory, the author tried to investigate the phenomena from theoretical and managerial point of view.In order to fulfill the study purpose presented above, the auther tried to establish valid hypothesises, he conducted the following three researches: (1) a thorough and profound literature review in the related fields (both in theoretical and managerial literature), (2) semi-structured interviews of consumers in Japan, and (3) experiencial researches and observation methods conducted at real retail stores. Based on the findings from the three research methods, an online survey was conducted to test the hypothesises, and the hypothesises were re-formulated for the future research possibilities.