Capturing Retailers' Brand and Customer Focus - Kölner UniversitätsPublikationsServer

Han, Simeng, Reinartz, Werner ORCID: 0000-0002-2440-3117 and Skiera, Bernd ORCID: 0000-0001-9285-2013 (2021). Capturing Retailers' Brand and Customer Focus. J. Retail., 97 (4). S. 582 - 597. NEW YORK: ELSEVIER SCIENCE INC. ISSN 1873-3271

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DOI:10.1016/j.jretai.2021.01.001

Abstract

This article uses information from two data sources, Compustat and Nexis Uni, and textual analysis to measure and validate the brand focus and customer focus of 109 U.S. listed retailers. The results from an analysis of their 853 earnings calls in 2010 and 2018 outline that on average, both foci increased over time. Although both foci vary substantially, brand focus varies more widely across retailers than their customer focus. Both foci are independent of each other. Specialty retailers have the highest brand focus, and internet & direct marketing retailers have the highest customer focus. A positive correlation exists between a retailer's customer focus and its profitability, but not between a retailer's brand focus and its profitability. The authors use the results to generate a research agenda that can direct future research in further systematically exploring firms' brand and customer focus. (c) 2021 The Author(s). Published by Elsevier Inc. on behalf of New York University. This is an open access article under the CC BY license (http:// creativecommons.org/licenses/by/4.0/).

Item Type:

Journal Article

Creators:

Creators	Email	ORCID	ORCID Put Code
Han, Simeng	UNSPECIFIED	UNSPECIFIED	UNSPECIFIED
Reinartz, Werner	UNSPECIFIED	orcid.org/0000-0002-2440-3117	UNSPECIFIED
Skiera, Bernd	UNSPECIFIED	orcid.org/0000-0001-9285-2013	UNSPECIFIED