... Distribution management An executive summary for managers and executive readers can be found at the end of this article. A strong brand is comprised of positive, consistent customer perceptions about a product that differentiate it from competitive offerings (Armstrong and Kotler, 2007...

... not only expects that the retailer will continue to behave so in future encounters, he or she strongly believes that the retailer should act that way (Boulding et al., 1993). © MCB UP Limited 1995 Competitive advantage Consumer behaviour Customer requirements Distribution...