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Cross-Channel Retail Branding
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Multi-Channel Retailing, der parallele Einsatz von mehreren Vertriebskanlen durch ein Handelsunternehmen, hat sich als Distributionsstrategie fest im Handel etabliert. Sebastian Rittinger identifiziert die Antezedenzien des Hndlermarkenwertes von Multi-Channel Retailern und analysiert deren Wirkung am Beispiel des Bekleidungseinzelhandels. Hierfr entwickelt er ein hypothesengeleitetes Strukturgleichungsmodell und berprft dieses auf der Grundlage einer grozahligen, lnderbergreifenden Konsumentenbefragung. Durch die lnderbergreifende und lnderspezifische Auswertung des Datenmaterials gelingt es dem Autor, Handlungsempfehlungen fr national und international ttige Multi-Channel Retailer abzuleiten.
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