Retail Brand Equity and Loyalty : Analysis in the Context of Sector-Specific Antecedents, Perceived Value, and Multichannel Retailing
1st ed. 2016
Book Details
Format
Paperback / Softback
ISBN-10
365815036X
ISBN-13
9783658150365
Edition
1st ed. 2016
Publisher
Springer Fachmedien Wiesbaden
Imprint
Springer Gabler
Country of Manufacture
DE
Country of Publication
GB
Publication Date
Sep 19th, 2016
Print length
195 Pages
Ksh 8,100.00
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Julia Weindel provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. The retail brand represents a valuable asset for retailers which need to know the levers of retail brand equity.
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.
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