Abstract
Retailers are increasingly focused on their corporate reputations and the position of their stores as strong brands in local markets. For example, Starbucks invests in both its corporate reputation and its retail brand (Pellet 2006) to strengthen intangible assets and performance (Jinfeng and Zhilong 2009; Brown et al. 2006) as well as to attract consumers (e.g., Nguyen and Leblanc 2001).
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© 2014 Springer Fachmedien Wiesbaden
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Berg, B. (2014). Study 1: Reciprocal Effects of the Corporate Reputation and Store Equity of Retailers. In: Retail Branding and Store Loyalty. Handel und Internationales Marketing / Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01596-1_2
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DOI: https://doi.org/10.1007/978-3-658-01596-1_2
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-01595-4
Online ISBN: 978-3-658-01596-1
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