Retail branding and store loyalty [electronic resource] : analysis in the context of reciprocity, store accessibility, and retail formats / Bettina Berg; with a foreword by Prof. Dr. Prof. h.c. Bernhard Swoboda.

by Berg, BettinaLooking glass; EBSCO Publishing (Firm) [supplier.]Looking glass.

Series: Gabler researchRetailing and international marketing: Publisher: Wiesbaden : Springer Fachmedien, [2014]Description: 1 online resource (197 pages).ISBN: 3658015969; 9783658015961.Subject(s): Branding (Marketing)Looking glass | Customer loyaltyLooking glass | Electronic booksLooking glassNote: Includes bibliographical references. Alternative form: Print version: 9783658015954Online access: Read this e-book from EBSCO
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Enhanced descriptions from Syndetics:

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.​

Includes bibliographical references.

Author notes provided by Syndetics

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.

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