Retail Branding and Store Loyalty
ISBN:
978-3-658-01595-4
Auflage:
2014
Verlag:
Springer Fachmedien Wiesbaden GmbH
Land des Verlags:
Deutschland
Erscheinungsdatum:
16.09.2013
Reihe:
Handel und Internationales Marketing Retailing and International Marketing
Format:
Softcover
Seitenanzahl:
180
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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.
Biografische Anmerkung
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.
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Erscheinungsjahr:
2024
