Do flagship stores affect your habits and daily routines? A case study on Swedish Match and Löfbergs about brand equity in the FMCG industry
Abstract Purpose: To examine how flagship stores might affect brand equity for brands in the fastmoving consumer goods industry. Methodology: This paper adopts a qualitative research method. The information about the two cases on the flagship stores of Swedish Match and Löfbergs was collected by observations at the physical flagship stores and secondary data from the brands web pages. Furthermore,