Retail Branding and Store Loyalty


Today I am reviewing the book Retail Branding and Store Loyalty: Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats written by Bettina Berg and published by Springer. As you can see from my previous posts I am very passionate about retail, sales and marketing, so I enjoyed this book very much.

Retail Branding and Store Loyalty

The book is aimed at :

Business practitioners focusing on managing retail brands

Researchers and students in the fields of management an economics and focusing on marketing and retailing

The main content features:

Managing Retail Brands Across Different Consumer Perception Levels

Reciprocal Effects of the Corporate Reputation and Store Equity Retailers

Managing Retail Brands in the Light of Different and Competitive Contexts

Importance of Retail Brand Equity and Store Accessibility for Store Loyalty in Local Competition

Managing Retail Brands Within Different Retail Formats in an International Context

Retail brands are gaining importance and are relevant for retailers and customers. Retail scientists and practitioners started to focus on the topic of retail branding in the mid-nineties (Ailawadi and Keller 2004, see also the special issue of the Journal of Retailing in 2004), although the branding topic was already relevant for manufacturing firms. It became a top management research priority because a company’s brand is the most intangible asset, not only for manufacturing firms, but also for retailers (Keller and Lehmann 2006).

Berg explains that 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, the author analyzes first whether corporate reputation and retail store equity have a reciprocal relationship in determining store loyalty. Second, she evaluates whether retail brand equity or store accessibility provides a greater contribution to store loyalty across different local competitive situations. Third, she investigates whether perceptions of format specific core attributes differ in their impact on the brand building process in saturated and emerging markets.


It is a great read!

The case studies are really good and provides plenty of analysis and backup to illustrate which gamification techniques will work in specific situations – and which won’t. The book should be on your summer reading list for sure!








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