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Retail Internationalization in Emerging Countries

Overview of attention for book
Cover of 'Retail Internationalization in Emerging Countries'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 Study 1: Building Retailer Brand Equity Based on Perceived Brand Globalness: The Role of Country of Origin
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    Chapter 3 Study 2: The Value Creation Process to Retail Patronage: Whether Retailers Benefit from Perceived Brand Globalness or Localness
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    Chapter 4 Study 3: Analyzing the Reciprocity between Corporate and Store Images: The Moderating Roles of Evaluation Approaches and Corporate Brand Dominance
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    Chapter 5 Final Remarks
Attention for Chapter 3: Study 2: The Value Creation Process to Retail Patronage: Whether Retailers Benefit from Perceived Brand Globalness or Localness
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