Customer segmentation based on store equity : what explains customer store preference?
Year of publication: |
November 2017
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Authors: | Gil Saura, Irene ; Berenguer Contrí, Gloria ; Ruiz Molina, María Eugenia ; Michel, Géraldine |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 24.2017, 6, p. 546-561
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Subject: | Retail brand equity | Segmentation | CHAID | Store image | Perceived value | Konsumentenverhalten | Consumer behaviour | Einzelhandel | Retail trade | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Zielgruppe | Target group | Firmenimage | Corporate reputation | Marktsegmentierung | Market segmentation | Markenführung | Brand management | Kundenwert | Customer value |
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