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Book 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.

Book details

Book category Books in English Economics, finance, business & management Industry & industrial studies Distributive industries

• Full title: Retail Branding and Store Loyalty
• Author: Berg
• Language: English
• Binding: Paperback
• Number of pages: 180
• EAN: 9783658015954
• ISBN: 3658015950
• ID: 01365807
• Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Weight: 266 g
• Dimensions: 210 × 149 × 11 mm
• Date of publishing: 08. September 2013

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