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Study 3: International Transfer and Perception of Retail Formats: A Comparison Study in Germany and Romania

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Retail Branding and Store Loyalty

Abstract

Retailers have been engaging in aggressive internationalization, first into developed countries and then into emerging countries (Swoboda, Zentes, and Elsner 2009). In particular, grocery retailers adapt their offers abroad (Gamble 2010; Goldman 2001) to position their chains as strong brands in the minds of consumers.

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© 2014 Springer Fachmedien Wiesbaden

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Berg, B. (2014). Study 3: International Transfer and Perception of Retail Formats: A Comparison Study in Germany and Romania. 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_4

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