Retail Brand Equity and Loyalty

1. Front Matter

   Pages I-XXII

   PDF

2. Introduction

   • Julia Katharina Weindel

   Pages 1-30

3. Study 1: Sector-specific Antecedents of Retail Brand Equity

   • Julia Katharina Weindel

   Pages 31-55

4. Study 2: Reciprocity between Perceived Value and Retail Brand Equity

   • Julia Katharina Weindel

   Pages 57-83

5. Study 3: Interdependencies within Multichannel Retail Structures

   • Julia Katharina Weindel

   Pages 85-114

6. Final Remarks

   • Julia Katharina Weindel

   Pages 115-130

7. Back Matter

   Pages 131-195

   PDF

Julia Weindel provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. Second, she shows that retail brand equity and perceived value have a reciprocal relationship. The author analyzes which one of these has stronger effects on loyalty. Third, she addresses the interdependencies between brand beliefs, retail brand equity, and loyalty within multichannel retail structures. The study is forced through the knowledge that management of retail brands is highly valuable for scholars and managers, because retail brand equity is known to strongly influence consumer behavior in various contexts. The retail brand represents a valuable asset for retailers which need to know the levers of retail brand equity.

• Retail Attributes
• Omnichannel Retailing
• Reciprocity
• sector-specific main levers
• effects on loyalty
• brand belief
• multichannel retail structures

• Department IV, Business Administration, Trier University Department IV, Business Administration, Trier, Germany

  Julia Katharina Weindel

Dr. Julia Katharina Weindel received her doctoral degree from the University of Trier, where she worked at the Chair for Marketing and Retailing.

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