Retail Branding and Store Loyalty

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

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Retail Branding and Store Loyalty by Bettina Berg, Springer Fachmedien Wiesbaden
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Author: Bettina Berg ISBN: 9783658015961
Publisher: Springer Fachmedien Wiesbaden Publication: September 7, 2013
Imprint: Springer Gabler Language: English
Author: Bettina Berg
ISBN: 9783658015961
Publisher: Springer Fachmedien Wiesbaden
Publication: September 7, 2013
Imprint: Springer Gabler
Language: English

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.​

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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.​

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