Pennemann Retail Internationalization in Emerging Countries

The Positioning of Global Retail Brands in China
1. Auflage 2013
ISBN: 978-3-8349-4492-4
Verlag: Springer Fachmedien Wiesbaden GmbH
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 179 Seiten, eBook

Reihe: Handel und Internationales Marketing Retailing and International Marketing

The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize as a brand that always emergent research needs. This study shows how internationally operating trading company deal with these challenges, special services at the international level. These advantages are inter alia from differences in culturally influenced patterns of perception. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.

Zielgruppe

Research

Autoren/Hrsg.

Pennemann, Karin

Inhaltsverzeichnis

Reciprocity between Retailer’s Corporate Image and Store Image.- The Effect of Perceived Brand Globalness on Retailer Brand Equity.- The Globalness Route: How Consumer and Brand Level Factors change the Route to Success.

Über Autor(innen)

Dr. Karin Pennemann gained her doctoral degree at the Institute for Marketing and Retailing of Trier University. Her work was acknowledged by the American Marketing Association. She works in the strategy development department of a leading international company.