Retail Internationalization in Emerging Countries

Chapter 1 Introduction

Chapter 2 Study 1: Building Retailer Brand Equity Based on Perceived Brand Globalness: The Role of Country of Origin

Chapter 3 Study 2: The Value Creation Process to Retail Patronage: Whether Retailers Benefit from Perceived Brand Globalness or Localness

Chapter 4 Study 3: Analyzing the Reciprocity between Corporate and Store Images: The Moderating Roles of Evaluation Approaches and Corporate Brand Dominance