The international transfer of store brand image

Steve Burt, Alexis Mavrommatis

Research output: Indexed journal article Articlepeer-review

45 Citations (Scopus)


This article argues that when a retailer internationalizes, rather than aiming to achieve an exact replication (standardization) of its domestic store image abroad, it should aim for a standardized positioning strategy. The distinction between the consumer perspective of image and the managerial perspective of positioning is an important construct, which to date has received little consideration in retail internationalization. Based on the case of Dia, the Spanish limited line grocery discounter owned by Carrefour, a consumer survey conducted in Spain (the home market) and Greece (a host market) measured the company's store brand image and that of local competitors. Results show that although consumer perceptions of brand image differ in the host market from those found in the domestic market, when the local competitive context is taken into account, both stores are found to be perceptually distinct from the competition and occupy a similar market position. This suggests that the managerial focus should be on achieving a standardized position in a foreign market rather than pure image replication.

Original languageEnglish
Pages (from-to)395-413
Number of pages19
JournalInternational Review of Retail, Distribution and Consumer Research
Issue number4
Publication statusPublished - Sept 2006
Externally publishedYes


  • Grocery retailing
  • internationalization
  • retail image
  • retail positioning
  • standardization


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