عنوان
پدید آورنده
موضوع
رده
HF5415.1255
HF5415
.
1255
کتابخانه
محل استقرار
3658015969 (electronic bk.)
9783658015961 (electronic bk.)
9783658015954
b435222
Retail branding and store loyalty :
[Book]
analysis in the context of reciprocity, store accessibility, and retail formats /
Bettina Berg ; with a foreword by Prof. Dr. Prof. h.c. Bernhard Swoboda
1 online resource (xix, 180 pages) :
illustrations (some color)
Handel und Internationales Marketing / Retailing and International Marketing
Includes bibliographical references (pages [147]-174)
Managing Retail Brands Across Different Consumer Perception Levels -- Reciprocal Effects of the Corporate Reputation and Store Equity of Retailers -- Managing retail brands in the light of different local competitive contexts -- Importance of Retail Brand Equity and Store Accessibility for Store Loyalty in Local Competition -- Managing Retail Brands Within Different Retail Formats in an International Context -- A Comparison Study in Germany and Romania on the International Transfer and Perception of Retail Formats
0
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
Branding (Marketing)
Consumer behavior
Economics/Management Science
Marketing
BUS043000
KJS
KJSM
658
.
8
23
HF5415
.
1255
Berg, Bettina
Swoboda, Bernhard
Ohio Library and Information Network
20150609113645.0
pn
مطالعه متن کتاب [Book]
Y
