Titlebook: Retail Brand Equity and Loyalty; Analysis in the Cont Julia Katharina Weindel Book 2016 Springer Fachmedien Wiesbaden 2016 Retail Attribute

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Introduction,r-based retail brand equity is defined as the consumers’ overall perception of the retailer as a strong, attractive, unique, and favorable brand (Ailawadi and Keller 2004; Keller 1993, 2003) and represents the differential effect of store knowledge on customer response to the marketing activities of

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Final Remarks,an and Spiro 2005; Keller 1993, 2003, 2010) is a core predictor of retailer performance and consumer behavior (e.g., Baldauf et al. 2009; Grewal et al. 2009; Hälsig 2009; Swoboda et al. 2013b). Retailers like Swedish H&M have been ascribed a strong retail brand equity which is an important indicator

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Book 2016cond, she shows that retail brand equity and perceived value have a reciprocal relationship. The author analyzes which one of these has stronger effects on loyalty. Third, she addresses the interdependencies between brand beliefs, retail brand equity, and loyalty within multichannel retail structure

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