The causal relationship between store equity and loyalty: Testing two alternative models in retailing
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DOI: 10.1057/s41262-016-0024-2
Abstract: Although the concept of brand equity has received a great interest in the marketing literature, little is known about its role in retailing. Additionally, there is no consensus on the causal relationship between store equity… read more here.
Keywords: equity; loyalty; causal; store equity ... See more keywords
Customer segmentation based on store equity: What explains customer store preference?
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DOI: 10.1057/s41262-017-0049-1
Abstract: Extant literature on brand equity in the context of the retail store is limited. This paper responds to calls for more research in this area by examining, though a quantitative design, shoppers’ perceptions of store… read more here.
Keywords: equity; segmentation based; store equity; customer segmentation ... See more keywords