Das, Gopal; Datta, Biplab; Guin, Kalyan Kumar - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 4, pp. 619-639
Purpose – The purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity. Design/methodology/approach – The authors developed a retailer personality scale and find its impact on consumer‐based retailer equity by adopting the scale developed...