Validating the retail store image concept |
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Authors: | Jack J Kasulis PhD Robert F Lusch PhD |
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Institution: | (1) University of Oklahoma, Oklahoma, USA |
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Abstract: | The perceived images of seven retail firms encompassing several lines of trade are presented in this paper. To determine these
images, data on store attributes and the importance of these attributes were collected from a random sample within selected
census tracts of a Southwestern city. The linear compensatory multi-attribute model approach of product attitudes was extended
to that of store patronage. The ability of these image models to predict attitudes towards the retail outlets as well as patronage
behavior is investigated. In addition, the power of importance weights in these models is statistically examined. |
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