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.
A version of this paper has been accepted for publication by the Journal of Retailing and Consumer Services.
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© 2014 Springer Fachmedien Wiesbaden
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Berg, B. (2014). Study 2: Retail Branding and Local Competition: The Importance of Retail Brand Equity and Store Accessibility for Store Loyalty in Local Competition. 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_3
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DOI: https://doi.org/10.1007/978-3-658-01596-1_3
Publisher Name: Springer Gabler, Wiesbaden
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