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

• Main Author: Berg, Bettina (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2014.
• Series: Handel und Internationales Marketing / Retailing and International Marketing
• Subjects: Business.; Marketing.; Business and Management.

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 e...

Table of Contents:

• Managing Retail Brands Across Different Consumer Perception Levels
• Reciprocal Effects of the Corporate Reputation and Store Equity of Retailers
• Managing retail brands in the light of different local competitive contexts
• Importance of Retail Brand Equity and Store Accessibility for Store Loyalty in Local Competition
• Managing Retail Brands Within Different Retail Formats in an International Context
• A Comparison Study in Germany and Romania on the International Transfer and Perception of Retail Formats.