Consumer involvement in retail store positioning |
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Authors: | Raj Arora Ph.D. |
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Affiliation: | (1) Bradley University, Peoria, USA |
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Abstract: | The concept of consumer involvement in products and issues and its theoretical importance in attitude change strategy have been discussed in the past. This paper reports empirical findings relating to retail store perceptions and preferences, using involvement as a moderator variable. |
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Keywords: | |
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