Handel und Internationales Marketing Retailing and International Marketing: Analysis in the Context of Sector-Specific Antecedents, Perceived Value, and Multichannel Retailing

Weindel, Julia Katharina

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.

Details

Published by: Springer Gabler

Publication Date: 2016-09-19

Format: Paperback

ISBN-13: 9783658150365

DOI: 10.1007/978-3-658-15037-2

Dimensions: 210cm x148cm

Pages: 195