Retail Internationalization in Emerging Countries
The Positioning of Global Retail Brands in China
1st Edition
Published on 30. May 2013
XIX, 179 pages
978-3-8349-4492-4 (ISBN)
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.
More details
Series
Language
English
Place of publication
Wiesbaden
Germany
Publishing group
Springer Fachmedien Wiesbaden GmbH
Target group
Professional and scholarly
Illustrations
XIX, 179 p. 18 illus.
File size
2,29 MB
ISBN-13
978-3-8349-4492-4 (9783834944924)
DOI
10.1007/978-3-8349-4492-4
Schweitzer Classification
Other editions
Additional editions
Karin Pennemann
Retail Internationalization in Emerging Countries
The Positioning of Global Retail Brands in China
Book
06/2013
Springer Gabler
€53.49
Shipment within 7-9 days
Person
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.
Content
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.
