Karin Pennemann

Retail Internationalization in Emerging Countries

The Positioning of Global Retail Brands in China

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Handel und Internationales Marketing Retailing and International Marketing
• Verlag: Gabler / Springer Fachmedien Wiesbaden / Springer Gabler
• Artikelnr. des Verlages: 86146351, 978-3-8349-4491-7
• 2013
• Seitenzahl: 200
• Erscheinungstermin: 6. Juni 2013
• Englisch
• Abmessung: 210mm x 148mm x 12mm
• Gewicht: 266g
• ISBN-13: 9783834944917
• ISBN-10: 3834944912
• Artikelnr.: 36135397

Autorenporträt

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.

Inhaltsangabe

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.