The rise of the FMCG flagship stores, a qualitative study exploring the phenomenon of FMCG flagship stores
Thesis Purpose: The purpose of this study is to explore and develop an understanding of the rather unexplored phenomenon of using flagship stores in the FMCG industry. We want to explore what an FMCG flagship store is to understand why it is used in the context of strategic brand management. Moreover, we want to develop an understanding of how the brand experience might influence the consumer-bran
