Bettina Berg

(Author)

Retail Branding and Store Loyalty: Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats (2014)Paperback - 2014, 16 September 2013

Retail Branding and Store Loyalty: Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats (2014)
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Part of Series
Handel Und Internationales Marketing Retailing and Internati
Part of Series
Handel Und Internationales Marketing / Retailing and Interna
Part of Series
Reihe Handel Und Internationales Marketing / Series Retailin
Part of Series
Handel Und Internationales Marketing/Retailing and Internati
Print Length
180 pages
Language
English
Publisher
Springer Gabler
Date Published
16 Sep 2013
ISBN-10
3658015950
ISBN-13
9783658015954

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.

Product Details

Author:
Bettina Berg
Book Edition:
2014
Book Format:
Paperback
Country of Origin:
NL
Date Published:
16 September 2013
Dimensions:
21.01 x 14.81 x 1.17 cm
Genre:
Business Aspects
ISBN-10:
3658015950
ISBN-13:
9783658015954
Language:
English
Location:
Wiesbaden
Pages:
180
Publisher:
Weight:
272.16 gm

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