Retail internationalization in emerging countries : the positioning of global retail brands in China
Author(s)
Bibliographic Information
Retail internationalization in emerging countries : the positioning of global retail brands in China
(Reihe Handel und internationales Marketing = Series retailing and international marketing)(Research)
Springer Gabler, c2013
Available at 7 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Originally presented as the author's thesis--Universität Trier, 2013
Includes bibliographical references (p. 139-161)
Description and Table of Contents
Description
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.
Table of Contents
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.
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