Purpose – The purpose of this paper is to emphasize the important but neglected role of retail formats in the transfer and positioning decisions of international retailers. The paper examines the role of core and country-specific attributes of particular formats in determining retailers’...

Marketers and retailers have to understand how to manage different consumer perception levels of retail brands, which have a major determining role on store loyalty across different complex contexts. Addressing these issues, Bettina Berg analyzes first whether corporate reputation and retail...

Managing Retail Brands Across Different Consumer Perception Levels -- Reciprocal Effects of the Corporate Reputation and Store Equity of Retailers -- Managing retail brands in the light of different local competitive contexts -- Importance of Retail Brand Equity and Store Accessibility for Store...