Burt, Steve; Carralero‐Encinas, Jose - In: International Marketing Review 17 (2000) 4/5, pp. 433-453
image, comprising both tangible and intangible dimensions, compounds problems of moving into international markets – as … consumers in the host environment are less familiar with the intangible dimensions of image, which have been built up over time … with exposure to the retail company. Retail companies therefore need to fully understand the importance of image in …