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Retail Branding and Store Loyalty Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats von Berg, Bettina (eBook)

  • Erscheinungsdatum: 07.09.2013
  • Verlag: Springer Gabler
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Retail Branding and Store Loyalty

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.?

Dr. Bettina Berg received her doctor's degree from the University of Trier (FB IV), where she worked at the chair for Marketing and Retailing of Prof. Dr. Prof. h.c. Bernhard Swoboda.

Produktinformationen

    Format: PDF
    Kopierschutz: AdobeDRM
    Seitenzahl: 180
    Erscheinungsdatum: 07.09.2013
    Sprache: Englisch
    ISBN: 9783658015961
    Verlag: Springer Gabler
    Größe: 3327kBytes
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