Purpose

To further improve the branding strategies between single-brand-retailers and multi-brand-retailers, the paper investigates the influence of multiple manufacturer brand images on retailer brand image. It considers the moderating role of the number of offered manufacturer brands.

Design/methodology/approach

The research is conducted in the automotive retail context. Based on an online survey (383 respondents), a Partial-Least Squares Modeling, estimated using SmartPLS 3 and a classic partial least squares structural equation modeling (PLS-SEM) algorithm, is used to validate the hypotheses.

Findings

The results reveal that manufacturer brands did not influence the retailer's brand image in all cases since it is only influenced by the manufacturer brand when the retailer offers only one manufacturer brand.

Practical implications

For retailers offering only one manufacturer brand, the most extensive possible adoption of the corporate identity (CI) specifications prescribed by the manufacturer brands is the prerequisite for a positive image effect. Retailers offering more than one manufacturer brand should create their image based on the retailer's identity. In this context, it is essential to position the retailer brand independently in the market.

Originality/value

This is the first study focuses on retailers with a small or limited number of offered manufacturer brands to answer the question of whether the number of provided manufacturer brands moderates the impact of manufacturer brand images on the retailer's brand image.

中文翻译：

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当制造商品牌不支持零售商品牌形象时

目的

为了进一步改进单品牌零售商和多品牌零售商之间的品牌策略，本文研究了多个制造商品牌形象对零售商品牌形象的影响。它考虑了所提供的制造商品牌数量的调节作用。

设计/方法论/途径

该研究是在汽车零售背景下进行的。基于在线调查（383 名受访者），使用 SmartPLS 3 和经典偏最小二乘结构方程建模 (PLS-SEM) 算法进行估计的偏最小二乘模型用于验证假设。

发现

结果表明，制造商品牌在所有情况下都不会影响零售商的品牌形象，因为只有当零售商只提供一种制造商品牌时，它才会受到制造商品牌的影响。

实际影响

对于只提供一个制造商品牌的零售商来说，尽可能广泛地采用制造商品牌规定的企业形象（CI）规范是获得积极形象效果的先决条件。提供多个制造商品牌的零售商应根据零售商的身份来塑造自己的形象。在此背景下，零售商品牌在市场上的独立定位至关重要。

原创性/价值

这是第一项针对提供少量或有限数量的制造商品牌的零售商的研究，以回答提供的制造商品牌的数量是否会调节制造商品牌形象对零售商品牌形象的影响的问题。