Format:
XIX, 180 S.
,
graph. Darst.
,
210 mm x 148 mm
ISBN:
3658015950
,
9783658015954
Series Statement:
Handel und Internationales Marketing / Retailing and International Marketing
Content:
Marketers and retailers have to understand how to manage different consumer perception levels of retail brands, which have a major determining role on store loyalty across different complex contexts. Addressing these issues, Bettina Berg analyzes first whether corporate reputation and retail store equity have a reciprocal relationship in determining store loyalty. Second, she evaluates whether retail brand equity or store accessibility provides a greater contribution to store loyalty across different local competitive situations. Third, she investigates whether perceptions of format specific core attributes differ in their impact on the brand building process in saturated and emerging markets
Content:
Study 1: Reciprocal effects of the corporate reputation and store equity of retailers -- Study 2: Retail branding and local competition : the importance of retail brand equity and store accessibility for store loyalty in local competition -- Study 3: International transfer and perception of retail formats : a comparison study in Germany and Romania
Note:
Zusätzliches Online-Angebot unter DOI: 10.1007/978-3-658-01596-1
,
Zugl.: Trier, Univ., Diss., 2012
Additional Edition:
9783658015961
Additional Edition:
Online-Ausg. Weimann, Bettina Retail Branding and Store Loyalty Wiesbaden : Springer Fachmedien Wiesbaden, 2014 9783658015961
Language:
English
Subjects:
Economics
Keywords:
Einzelhandel
;
Markenpolitik
;
Beziehungsmarketing
;
Marktzugang
;
Hochschulschrift
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