Retail Internationalization in Emerging Countries : The Positioning of Global Retail Brands in China

Online-Ressource (XIX, 179 p. 18 illus, digital)

Includes bibliographical references

Foreword; Acknowledgements; Table of Contents; List of Figures; List of Tables; List of Abbreviations; A. Introduction; 1. Relevance and Focus; 2. Research Gaps and Questions; 2.1. Introduction; 2.2. Literature Review; 2.3. General Research Objectives; 3. Structure of and Contributions by the Studies; 3.1. Building Retailer Brand Equity; 3.2. Driving Retail Patronage through the Global Value Creation Process; 3.3. Reciprocal Effects within a Retailer's Brand Hierarchy across Countries; 4. Further Remarks

B. Study 1: Building Retailer Brand Equity Based on Perceived Brand Globalness: The Role of Country of Origin1. Introduction; 2. Conceptual Foundation and Hypotheses; 2.1. Individual Level: The Effect of PBG on Retailer Brand Equity; 2.1.1 Main effect; 2.1.2 Mediating role of quality value and price value; 2.2. Brand Level: Moderating Role of Retailer Origin; 2.2.1 Main effect; 2.2.2 Cross-level effects; 3. Method; 3.1. Retail Brand Selection Procedure; 3.2. Sample Characteristics; 3.3. Measurement; 3.4. Model Specification; 4. Results; 5. General Discussion; 5.1. Theoretical Implications

5.2. Managerial Implications5.2.1 International retail brand management; 5.2.2 Strategies for domestic firms; 6. Limitations and Further Research; C. Study 2: The Value Creation Process to Retail Patronage: Whether Retailers Benefit from Perceived Brand Globalness or Localness; 1. Introduction; 2. Conceptual Foundation and Hypotheses Development; 2.1. Main Effects: Indirect Effects of PBG and PBL; 2.2. Moderating Role of Retailer Origin; 2.2.1 Indirect effects: differences between foreign and domestic retailers; 2.2.2 Value mechanism: differences between foreign and domestic retailers

2.3. Moderating Role of Consumer Identity3. Empirical Study; 3.1. Sample Design; 3.2. Measurement; 3.3. Method; 3.4. Results; 3.4.1 Mediation test and main effects; 3.4.2 Role of retailer origin; 3.4.3 Role of consumer identity; 4. Discussion and Conclusions; 4.1. Theoretical Implications; 4.2. Managerial Implications; 5. Limitations and Further Research; D. Study 3: Analyzing the Reciprocity between Corporate and Store Images: The Moderating Roles of Evaluation Approaches and Corporate Brand Dominance; 1. Introduction; 2. Theory and Conceptual Framework

2.1. Accessibility-Diagnosticity Theory2.2. Conceptual Framework; 3. Development of Hypotheses; 3.1. Main Effects; 3.1.1 Reciprocity of corporate image and store image; 3.1.2 Higher valence of store image; 3.2. Interaction Effects; 3.2.1 Interaction of evaluation approach and fit; 3.2.2 Interaction of corporate brand dominance and fit; 4. Experiment 1: Real Brands; 4.1. Method; 4.1.1 Study design and sample; 4.1.2 Procedure and development of stimulus material; 4.1.3 Measurement; 4.1.4 Manipulation checks; 4.1.5 Methodology; 4.2. Results and Discussion; 4.2.1 Main effects

4.2.2 Interaction effects

10.1007/978-3-8349-4492-4 [DOI]

ECONIS - Online Catalogue of the ZBW