haku: @indexterm Brands / yhteensä: 1643
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| Tekijä: | Morschett, D. |
| Otsikko: | Konzeptualisierung und Operationalisierung des Markenwerts von Einkaufsstatten. |
| Lehti: | Marketing: Zeitschrift für Forschung und Praxis
2002 : VOL. 24:4, p. 277-292 |
| Asiasana: | RETAILING BRANDS MARKETING |
| Kieli: | ger |
| Tiivistelmä: | In recent years, retail companies try to use the concept of branding, which has been successfully implemented by consumer goods manufacturers, to differentiate their own outlets from their competitors'. With this development in mind the content of this article is an analysis of the brand concept on the retail outlet level. It focuses especially on the brand equity of such a brand ("retail brand"). This construct is being conceptualized and operationalized. Also, the usefulness of the brand equity to explain shopping decisions is being analyzed on the basis of an empirical study. The paper provides a substantial list of references on this subject. |
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