Retail Branding and Store Loyalty: Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats - Couverture souple

Berg, Bettina

Couverture souple

ISBN 10 : 3658015950 ISBN 13 : 9783658015954

Editeur : Springer Gabler, 2013

Synopsis

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.

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: Springer Gabler
• Date d'édition: 2013
• Langue: anglais
• ISBN 10: 3658015950
• ISBN 13: 9783658015954
• Reliure: Broché
• Nombre de pages: 200
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3; Heidelberg; 69115; Allemagne