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Retail Branding and Store Loyalty
Retail Branding and Store Loyalty

Kaina internetu: 77,39 €

  • Išsiųsime per 16–20 d.d.
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 dif…
77.39
  • Autorius: Bettina Berg
  • Leidėjas:
  • Metai: 20130916
  • Puslapiai: 200
  • ISBN-10: 3658015950
  • ISBN-13: 9783658015954
  • Formatas: 14.6 x 21.1 x 1.5 cm, minkšti viršeliai
  • Kalba: Anglų

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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.
  • Kaina internetu: 77,39 €
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  • Išsiųsime per 16–20 d.d.

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77,39 € Nauja knyga
minkšti viršeliai

  • Autorius: Bettina Berg
  • Leidėjas: Springer Fachmedien Wiesbaden
  • Metai: 20130916
  • Puslapiai: 200
  • ISBN-10: 3658015950
  • ISBN-13: 9783658015954
  • Formatas: 14.6 x 21.1 x 1.5 cm, minkšti viršeliai
  • Kalba: Anglų

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