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Books > Social sciences > Sociology, social studies > Social issues > Consumer issues
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Retail Brand Equity and Loyalty - Analysis in the Context of Sector-Specific Antecedents, Perceived Value, and Multichannel Retailing (Paperback, 1st ed. 2016)
Loot Price: R2,003
Discovery Miles 20 030
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Retail Brand Equity and Loyalty - Analysis in the Context of Sector-Specific Antecedents, Perceived Value, and Multichannel Retailing (Paperback, 1st ed. 2016)
Series: Handel und Internationales Marketing Retailing and International Marketing
Expected to ship within 10 - 15 working days
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Julia Weindel provides novel implications for researchers and
managers by first identifying the sector-specific main levers of
retail brand equity. Second, she shows that retail brand equity and
perceived value have a reciprocal relationship. The author analyzes
which one of these has stronger effects on loyalty. Third, she
addresses the interdependencies between brand beliefs, retail brand
equity, and loyalty within multichannel retail structures. The
study is forced through the knowledge that management of retail
brands is highly valuable for scholars and managers, because retail
brand equity is known to strongly influence consumer behavior in
various contexts. The retail brand represents a valuable asset for
retailers which need to know the levers of retail brand equity.
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