Retail Branding and Store Loyalty

Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats

verfasst von: Bettina Berg

Verlag: Springer Fachmedien Wiesbaden

Buchreihe : Reihe Handel und Internationales Marketing / Series Retailing and International Marketing

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

A. Introduction

Abstract

Retail brands are gaining importance and are relevant for retailers and customers. Retail scientists and practitioners started to focus on the topic of retail branding in the mid-nineties (Ailawadi and Keller 2004, see also the special issue of the Journal of Retailing in 2004), although the branding topic was already relevant for manufacturing firms.

Bettina Berg

B. Study 1: Reciprocal Effects of the Corporate Reputation and Store Equity of Retailers

Abstract

Retailers are increasingly focused on their corporate reputations and the position of their stores as strong brands in local markets. For example, Starbucks invests in both its corporate reputation and its retail brand (Pellet 2006) to strengthen intangible assets and performance (Jinfeng and Zhilong 2009; Brown et al. 2006) as well as to attract consumers (e.g., Nguyen and Leblanc 2001).

Bettina Berg

C. Study 2: Retail Branding and Local Competition: The Importance of Retail Brand Equity and Store Accessibility for Store Loyalty in Local Competition

Abstract

Retailers increasingly aim to position their chains in the minds of consumers as strong, attractive, and unique brands (Ailawadi and Keller 2004; Verhoef, Langerak, and Donkers 2007). For example, IKEA has built a strong retail brand that mobilizes customers to drive substantial distances to their stores (Jonsson and Foss 2011), and Aldi’s brand strength is evoked in the memories of consumers even before a location opens.

Bettina Berg

D. Study 3: International Transfer and Perception of Retail Formats: A Comparison Study in Germany and Romania

Abstract

Retailers have been engaging in aggressive internationalization, first into developed countries and then into emerging countries (Swoboda, Zentes, and Elsner 2009). In particular, grocery retailers adapt their offers abroad (Gamble 2010; Goldman 2001) to position their chains as strong brands in the minds of consumers.

Bettina Berg

E. Final Remarks

Abstract

Retail branding is an important intangible asset for retailers and one that is crucial in determining consumer behavior, e.g. store loyalty, and in turn drives consumer spending and retailers’ performance (Keller and Lehmann 2006; Jinfeng and Zhilong 2009; Macintosh and Lockshin 1997).

Bettina Berg

Backmatter

Titel: Retail Branding and Store Loyalty
verfasst von: Bettina Berg
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-01596-1
Print ISBN: 978-3-658-01595-4
DOI: https://doi.org/10.1007/978-3-658-01596-1