Retail Internationalization in Emerging Countries The Positioning of Global Retail Brands in China /
Retail firms have internationalized aggressively, first into developed countries and then into developing countries. Doing business in emerging countries offers growth opportunities, but also holds some uncertainties due to the lack of knowledge on whether international retailers can succeed with a...
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| Format: | Electronic |
| Language: | English |
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Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2013.
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| Series: | Reihe Handel und Internationales Marketing / Series Retailing and International Marketing
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| Online Access: | https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-8349-4492-4 |
Table of Contents:
- Reciprocity between Retailer<U+0019>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.