Retail Branding and Store Loyalty - E-book

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Retail Branding And Store Loyalty - ENG

Analysis In The Context Of Reciprocity, Store Accessibility, And Retail Formats

Bettina Berg

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Sinopsis

ISBN:	9783658015961
Formato:	ePub
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2013-09-07

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.â€‹

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