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Retail Branding and Store Loyalty by Bettina Berg
Retail Branding and Store Loyalty by Bettina Berg
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Retail Branding and Store Loyalty

Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats
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Description

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.​

Author Biography:

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.
Release date NZ
September 16th, 2013
Author
Audience
  • Professional & Vocational
Illustrations
9 Illustrations, black and white; XIX, 180 p. 9 illus.
Pages
180
Dimensions
148x210x12
ISBN-13
9783658015954
Product ID
21029222

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