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Retail Branding and Store Loyalty

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

  • Book
  • © 2014

Overview

Authors:
  1. Bettina Berg

    1. Lehrstuhl für Marketing und Handel, Universität Trier, Trier, Germany

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  • Publication in the field of economic science ?
  • Includes supplementary material: sn.pub/extras

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Table of contents (5 chapters)

  1. Front Matter

    Pages I-XIX
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  2. Introduction

    • Bettina Berg
    Pages 1-26

  3. Study 1: Reciprocal Effects of the Corporate Reputation and Store Equity of Retailers

    • Bettina Berg
    Pages 27-72

  4. Study 2: Retail Branding and Local Competition: The Importance of Retail Brand Equity and Store Accessibility for Store Loyalty in Local Competition

    • Bettina Berg
    Pages 73-101

  5. Study 3: International Transfer and Perception of Retail Formats: A Comparison Study in Germany and Romania

    • Bettina Berg
    Pages 103-132

  6. Final Remarks

    • Bettina Berg
    Pages 133-145

  7. Back Matter

    Pages 147-180
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About this book

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.​

Authors and Affiliations

  • Lehrstuhl für Marketing und Handel, Universität Trier, Trier, Germany

    Bettina Berg

About the author

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.

Bibliographic Information

  • Book Title: Retail Branding and Store Loyalty

  • Book Subtitle: Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats

  • Authors: Bettina Berg

  • Series Title: Handel und Internationales Marketing Retailing and International Marketing

  • DOI: https://doi.org/10.1007/978-3-658-01596-1

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2014

  • Softcover ISBN: 978-3-658-01595-4Published: 16 September 2013

  • eBook ISBN: 978-3-658-01596-1Published: 07 September 2013

  • Series ISSN: 2626-3327

  • Series E-ISSN: 2626-3335

  • Edition Number: 1

  • Number of Pages: XIX, 180

  • Number of Illustrations: 9 b/w illustrations

  • Topics: Marketing

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