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

  • Bettina Berg
Part of the Handel und Internationales Marketing / Retailing and International Marketing book series (HIM)


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.


Store Location Brand Equity Competitive Situation Local Competition Competitive Intensity 
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Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  • Bettina Berg
    • 1
  1. 1.Lehrstuhl für Marketing und HandelUniversität TrierTrierGermany

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