Abstract
Retailers have dynamically expanded abroad by transferring their formats into developed and then into emerging markets. In local competition in the largest retail sector, grocery retailers aim to bind local consumers by positioning their format as strong retail brands (Euromonitor 2016). Consumers’ assessment of a retailer as strong, attractive, and unique brand, which is defined as consumer-based RBE, is known to affect consumer loyalty and retailer performance (Hartman and Spiro 2005; Keller 1993).
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© 2018 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
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Morbe, L. (2018). Study 2: An Inter- and Intra-format Perspective on Transfer and Perception of Retail Formats. In: International Retailers’ Performance in Host Countries. Handel und Internationales Marketing Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22069-3_3
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DOI: https://doi.org/10.1007/978-3-658-22069-3_3
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