ENGLISH

Retail Branding and Store Loyalty: Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats

By Bettina Berg (auth.)

Book information

Publisher
Gabler Verlag
Year
2014
ISBN
978-3-658-01595-4, 978-3-658-01596-1
DOI
10.1007/978-3-658-01596-1
Language
english
Format
PDF
Filesize
3 MB (3011294 bytes)
Series
Handel und Internationales Marketing / Retailing and International Marketing
Edition
1
Pages
180\197
Orientation
yes
Scanned
yes
Time added
2013-09-13 13:17:40
Marketing

Description

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.​

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