The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence...

In order to shape the customers' image about a retailer, a retail brand or a retail format, the retail company may appeal, in addition to the marketing tools, to the corporate culture (the company's own perspective) and the company's reputation (how the company is perceived by the public)....