Developing a Model for Retailer Brand Competitiveness with the Grounded Theory Approach

The purpose of this study is to develop a model of retailer brand competitiveness through the stimulus-organism-response model and characteristics of the retailer brand. Because retailers do not have a significant role in the production, packaging and pricing of products, the use of environmental stimulus pattern can provide a unique competitive advantage for retailers and play an important role in creating retailer brand competitiveness for retailers. This research uses a qualitative approach, by using the opinions of retail industry experts, seeks to design a model of retailer brand competitiveness through the model of environmental stimulus. The statistical population of this study was experts, professors and senior managers of retail stores. Purposeful sampling was used to identify experts and 10 experts were interviewed. 65 basic concepts were extracted from open coding, of which 21 categorical propositions and 6 main categories were obtained through selective coding. This research led to a framework for retailer brand competitiveness by using a qualitative method. The results showed that in order to achieve retailer brand competitiveness, retailers can provide the necessary conditions for creating a retailer brand through the dimensions of purchase satisfaction, brand love and perceived brand value by properly managing external and internal environmental stimuli, which its result is a competitive retaierl brand.