LEADER 04719nam 2200565 450 001 9910824074703321 005 20230803195423.0 010 $a3-95489-515-3 035 $a(CKB)2670000000534395 035 $a(EBL)1640409 035 $a(SSID)ssj0001216511 035 $a(PQKBManifestationID)11976767 035 $a(PQKBTitleCode)TC0001216511 035 $a(PQKBWorkID)11196897 035 $a(PQKB)11703309 035 $a(MiAaPQ)EBC1640409 035 $a(Au-PeEL)EBL1640409 035 $a(CaPaEBR)ebr10856475 035 $a(OCoLC)871780113 035 $a(EXLCZ)992670000000534395 100 $a20140421d2014 uy| 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aLoyalty cards in the apparel industry in Germany and Spain $eis the implementation of a global marketing approach reasonable when operating both in a southern and a northern European country? /$fSarah-Mailin Janotta 210 1$aHamburg :$cAnchor Academic Publishing,$d2014. 215 $a1 online resource (133 p.) 300 $aDescription based upon print version of record. 311 $a3-95489-015-1 320 $aIncludes bibliographical references. 327 $aLoyalty cards in the apparel industry in Germany and Spain; Acknowledgements; Executive Summary; Tables of Contents; Index of Tables; Index of Figures; Abbreviations; 1. Introduction; 1.1. Introduction; 1.2. Preface; 1.3. Research aim and objectives; 1.4. Research problem; 1.5. Research questions; 1.6. Hypotheses; 1.7. Structure of the investigation; 2. Literature Review; 2.1. Introduction; 2.2. Background information; 2.2.1. Marketing stimuli: loyalty cards in Germany and Spain; 2.2.2. General consumer characteristics in Germany and Spain; 2.4. Theory of global marketing 327 $a2.4.1. Definition of global marketing2.4.2. Discussion; 2.5. Theory of consumer behaviour and external influences; 2.5.1. Definition and development of consumer behaviour; 2.5.2. Theoretical models of consumer behaviour; 2.5.3. Stimuli and characteristics affecting consumer behaviour; 2.6. Theory of customer loyalty in marketing management; 2.6.1. Consumer loyalty; 2.6.2. Loyalty programmes and consumer loyalty management; 2.6.3. Loyalty cards; 2.7. Research design and research tactics; 2.8. Conclusion of the literature review; 3. Research Methodology; 3.1. Introduction 327 $a3.2. Research objectives3.3. Research design and strategy; 3.4. Research tactics: Sources of data; 3.5. Questionnaire design; 3.5.1. Operationalisation of research variables; 3.5.2. Questionnaire development; 3.5.3. Pilot study and finalised version of the questionnaire; 3.6. Respondents and sampling procedure; 3.6.1. Target population; 3.6.2. Justification; 3.7. Data collection; 3.8. Problems and limitations; 3.9. Conclusion of methodology; 4. Research Findings and Data Analysis; 4.1. Introduction; 4.2. Sample composition; 4.3. Research findings and data analysis 327 $a4.3.1. General behaviour and attitude towards loyalty cards4.3.2. Preferences regarding loyalty card features; 4.3.3. Store loyalty towards favourite retail store; 5. Research discussions, conclusion and recommendations; 5.1. Introduction; 5.2. Analysis of store loyalty tendencies and success factors; 5.2.1. General behaviour and attitudes towards loyalty cards; 5.2.2. Preferences regarding loyalty card features; 5.2.3. Store loyalty towards favourite retail store; 5.3. Review theory used; 5.4. Recommendations for apparel retailers; 5.5. Recommendations for future research 327 $a6. References/Bibliography6.1. References; 6.2. Bibliography; 7. Appendix; 7.1. Questionnaire 330 $aInternationally operating apparel retailers are expanding throughout Europe (Noordhoff et al, 2004; Seock and Lin, 2011). To be able to cope with the fierce competition in the apparel retail industry, many retailers have implemented loyalty cards in order to keep current customers. Several retailers have opted for a global marketing strategy which includes implementing loyalty cards with the same features in several countries (e.g. Hunkemo?ller, Promod, Esprit). This research is a comparative analysis of young adults, aged between 18 and 30, from a Northern European country (Germany) and a Sout 606 $aClothing trade$zGermany 606 $aClothing trade$zSpain 615 0$aClothing trade 615 0$aClothing trade 700 $aJanotta$b Sarah-Mailin$01717670 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910824074703321 996 $aLoyalty cards in the apparel industry in Germany and Spain$94114084 997 $aUNINA