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Verlag C.H.Beck, München 2017
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Volume 39 (2017), Edition 4
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2017
Summary
Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.For more information for authors and subscribers, see www.marketing-zfp.de.
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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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Retailers have dynamically expanded abroad and grocery retailers aim to bind consumers in local competition by positioning as strong retail brands. Consumer-based retail brand equity (RBE), is known to affect consumer loyalty and retailer...
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Currently, the increasing competition in saturated markets of fast-moving consumer goods drives companies to highly sophisticated marketing strategies. Increasing brand equity and reducing prices are two tools that are frequently used to increase...
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Purchase decisions and consumption often take place within family households and/or relationships. Thus, many purchase decisions (e. g. the purchase of cars, houses, furniture, or insurances) should be studied in the field of family decision...
Verlag C.H.Beck, München 2017
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