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Published in:
2018 | OriginalPaper | Chapter
Study 2: An Inter- and Intra-format Perspective on Transfer and Perception of Retail Formats
Author : Lukas Morbe
Published in: International Retailers’ Performance in Host Countries
Publisher: Springer Fachmedien Wiesbaden
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Retailers have dynamically expanded abroad by transferring their formats into developed and then into emerging markets. In local competition in the largest retail sector, grocery retailers aim to bind local consumers by positioning their format as strong retail brands (Euromonitor 2016). Consumers’ assessment of a retailer as strong, attractive, and unique brand, which is defined as consumer-based RBE, is known to affect consumer loyalty and retailer performance (Hartman and Spiro 2005; Keller 1993).