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Title: From successful differentiation in retailing to store equity
Authors: WILLEMS, Kim 
SWINNEN, Gilbert 
Issue Date: 2008
Publisher: The Netherlands Organization for Researchers in Business Economics and Management (NOBEM)
Source: Kooij, Dorien (Ed.) Proceedings of the PhD Research in Business Economics and Management Conference 2008.
Abstract: Although some important conceptual and empirical studies have been published with regard to retailer differentiation (e.g. Rudolph and Becker, 2003), a comprehensive framework regarding the design and implementation of a successful differentiation strategy, integrating antecedents, consequences and possible moderating and/or mediating factors is still lacking. Therefore, this doctoral research aims to analyse retail differentiation mainly from a consumer perspective, namely how consumers process these retail efforts and how their reactions can be quantified in the concept of ‘store equity’.
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Category: C2
Type: Proceedings Paper
Appears in Collections:Research publications

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