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
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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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