Retail Branding and Store Loyalty at Meripustak

Retail Branding and Store Loyalty

Books from same Author: Bettina Berg

Books from same Publisher: Springer Velage

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  • General Information  
    Author(s)Bettina Berg
    PublisherSpringer Velage
    ISBN9783658015954
    Pages199
    BindingSoftcover
    LanguageEnglish
    Publish YearSeptember 2013

    Description

    Springer Velage Retail Branding and Store Loyalty by Bettina Berg

    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.