Bücher der Reihe Handel und Internationales Marketing Retailing and International Marketing

Julia Weindel provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. The retail brand represents a valuable asset for retailers which need to know the levers of retail brand equity.

In this book, Tobias Röding addresses the topic of technology use along different touchpoints in context of different services in retailing, both in offline and online retail, with a total of eight essays. In particular, the interaction of technology use and the frontline employee is also considered and a special focus is placed on aspects of data disclosure by customers. In this context, the essays concentrate in varying degrees on the social interaction between customer, frontline employee and a service-technology, as well as on the balancing of benefits and risks for the customer in a possible disclosure of personal information. Based on the essays' findings, implications for both practice and academia are provided..

Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "e;touch and feel"e; experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.

The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms.

In this book, the drivers and barriers that motivate or inhibit consumers to participate in e-commerce are investigated, differentiating between the e-commerce subareas of cross-border e-commerce, voice-commerce, conversational-commerce and rental-commerce. This specification is both scientifically and practically relevant, as the different subareas of e-commerce serve different consumer needs and motivations, resulting in a diverse set of antecedents to form consumers' online shopping intentions. Both the respective literature reviews as well as the empirical results of six conducted research studies illustrate the relevance and ubiquity of the four subareas of e-commerce in consumers' everyday online shopping. On the one hand, the results represent an important basis for marketing and consumer research to support a better understanding of the behavioral psychological motives of consumers and better evaluate correlations in shopping behavior. On the other hand, practitioners benefit from the newly gained insights, as online retailers in particular can use them to better adapt their offers to consumer needs and optimize consumers¿ online shopping experience.

Frank Halsig entwickelt und uberpruft mittels seiner empirischen Studie in funf Einzelhandelsbranchen ein umfassendes Wirkungsmodell, welches die Einflussfaktoren des Markenwertes eines Handelsunternehmens (Retail Brand Equity) ebenso umfasst wie den Einfluss der Retail Brand auf das Kaufverhalten der Konsumenten.

Basierend auf einem theoretisch hergeleiteten, integrierten Modell untersucht Judith Giersch anhand von zwei internationalen empirischen Studien diejenigen Effekte eines Corporate Brand Managements, die direkt bei Kunden und Mitarbeitern wirksam werden und damit indirekt den Unternehmenswert beeinflussen.Ausgezeichnet mit dem 1. Preis des Markenverbandes 2008.

Andrea Schluter untersucht die Bedeutung strategischen und strukturellen Designs. Basierend auf Literaturrecherchen entwickelt die Autorin ein Modell, leitet Hypothesen ab und uberpruft diese anhand einer empirischen Studie.

Katja Wagner investigates consumer behavioral intention and interactions with new technologies and digital channels.

She shows that retailer should focus on the interdependencies between major purchase channels and emphasizes the need to identify supportive stimuli and cues, such as integration services and online- and omni-channel-specific marketing instruments, to support such transfers and improve behavioral outcomes at the retailer and channel level.

The study is based on theoretical and conceptional reflections on markets and market structures, the fundamentals of retail management and modern food retail, and research findings on supermarkets' structural impact on food retail markets in other country contexts.

Event marketing is a powerful tool of brand communication and used within many different fields. His research focusses around higher education marketing and event marketing in digital environments.

Due to industrialization, globalization, and digitalization food-related life is becoming increasingly complex. The abundance of (unhealthy) food, in particular, is causing an unprecedented over-consumption that endangers people's health, quality of life, productivity, and life expectancy.

Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.

The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.

Lukas Morbe sheds light on important antecedents of international retailers' local performance including international strategies and their local implementation, local consumers' perceptions as well as the wider country- and format-specific environment.

Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses.

Christoph Schroeder does one of the first attempts to analyze format transfers within the scope of different strategies, format elements, countries and success with focus on the fashion industry. Fashion firms standardize their "Retail culture", which acts as a foundation for a successful format transfer strategy (core elements).

With growing international business, small and medium-sized enterprises (SMEs) have been faced with increased competition, but also with enhanced opportunities.

Matthias Schu examines three main topics in his research: The intention of store-based retail and wholesale companies to open up an own online channel, factors determining the foreign market selection behavior of online retailers as well as factors affecting the speed in the internationalization process of online retailers.

A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising.

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.