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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
This doctoral dissertation is not focused on retailer’s branding at product level (store level).
- 2.
This list does not claim to be exhaustive.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Berg, B. (2014). Introduction. In: Retail Branding and Store Loyalty. Handel und Internationales Marketing / Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01596-1_1
Download citation
DOI: https://doi.org/10.1007/978-3-658-01596-1_1
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-01595-4
Online ISBN: 978-3-658-01596-1
eBook Packages: Business and EconomicsBusiness and Management (R0)