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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)

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.

Keywords

Store Location Brand Equity Competitive Situation Local Competition Competitive Intensity 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

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

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