Handel und Internationales Marketing Retailing and International Marketing

Retail Internationalization in Emerging Countries

The Positioning of Global Retail Brands in China

Authors: Pennemann, Karin

  • Publication in the field of economic sciences    

Buy this book

eBook $69.99
price for USA (gross)
  • ISBN 978-3-8349-4492-4
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $79.95
price for USA
  • ISBN 978-3-8349-4491-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize as a brand that always emergent research needs. This study shows how internationally operating trading company deal with these challenges, special services at the international level. These advantages are inter alia from differences in culturally influenced patterns of perception. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.

About the authors

Dr. Karin Pennemann gained her doctoral degree at the Institute for Marketing and Retailing of Trier University. Her work was acknowledged by the American Marketing Association. She works in the strategy development department of a leading international company.

Table of contents (5 chapters)

  • Introduction

    Pennemann, Karin

    Pages 1-22

  • Study 1: Building Retailer Brand Equity Based on Perceived Brand Globalness: The Role of Country of Origin

    Pennemann, Karin

    Pages 23-55

  • Study 2: The Value Creation Process to Retail Patronage: Whether Retailers Benefit from Perceived Brand Globalness or Localness

    Pennemann, Karin

    Pages 57-90

  • Study 3: Analyzing the Reciprocity between Corporate and Store Images: The Moderating Roles of Evaluation Approaches and Corporate Brand Dominance

    Pennemann, Karin

    Pages 91-123

  • Final Remarks

    Pennemann, Karin

    Pages 125-137

Buy this book

eBook $69.99
price for USA (gross)
  • ISBN 978-3-8349-4492-4
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $79.95
price for USA
  • ISBN 978-3-8349-4491-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Retail Internationalization in Emerging Countries
Book Subtitle
The Positioning of Global Retail Brands in China
Authors
Series Title
Handel und Internationales Marketing Retailing and International Marketing
Copyright
2013
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-8349-4492-4
DOI
10.1007/978-3-8349-4492-4
Softcover ISBN
978-3-8349-4491-7
Edition Number
1
Number of Pages
XIX, 179
Number of Illustrations and Tables
18 b/w illustrations
Topics