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Books > Business & Economics > Industry & industrial studies > Distributive industries > Retail sector
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Retail Branding and Store Loyalty - Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats (Paperback, 2014 ed.)
Loot Price: R1,806
Discovery Miles 18 060
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Retail Branding and Store Loyalty - Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats (Paperback, 2014 ed.)
Series: Handel und Internationales Marketing Retailing and International Marketing
Expected to ship within 18 - 22 working days
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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. "
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