Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029092 | Journal of Retailing and Consumer Services | 2013 | 12 Pages |
Abstract
⺠Both a strong brand and a convenient, accessible store location determine the store loyalty. ⺠Retail brand has a stronger effect on store loyalty and strengthen perceptions of store location. ⺠Effects of a retailer's brand and store location are dependent on the competitive situation. ⺠Results differ when competitor's intensity and distance to the next competitor are considered. ⺠Loyalty to a retailer is reduced especially by perceptions of local competitors brand strength.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Bernhard Swoboda, Bettina Berg, Hanna Schramm-Klein, Thomas Foscht,