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Retail Branding and Store Loyalty
Bettina Berg
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Description for Retail Branding and Store Loyalty
Paperback. Series: Handel Und Internationales Marketing / Retailing and International Marketing. Num Pages: 199 pages, 9 black & white illustrations, 43 black & white tables, biography. BIC Classification: KJS; KNPR. Category: (P) Professional & Vocational. Dimension: 210 x 149 x 11. Weight in Grams: 266.
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.
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.
Product Details
Format
Paperback
Publication date
2013
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
200
Condition
New
Series
Handel Und Internationales Marketing / Retailing and International Marketing
Number of Pages
180
Place of Publication
, Germany
ISBN
9783658015954
SKU
V9783658015954
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Bettina Berg
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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