Document Type

Conference Paper


Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence


Business and Management.

Publication Details

British Academy of Management, Cardiff, Sept. 13th. 2012.


Abstract: This paper proposes an augmented SOR model which facilitates design/architect practitioners when they review store concepts. The paper contributes to the knowledge base of designers/architects when making deliberate brand expressions in development of the store environment. The global nature of the SOR model, it is argued, does not allow for discrimination between consumer interpretations of store brands; nor does it propose a realistic means of engaging design-architect practitioners at the concept proofing stage of development. This conceptual paper argues that retail branding studies benefit from inclusion of more flexible frameworks founded on separable and integral design-architecture and brand communicative elements.