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.