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 …‐based retailer equity by adopting the scale developed by Pappu and Quester. A mall‐intercept survey was undertaken using a systematic … consumer‐based retailer equity dimension was explored, using structural equation modeling. Findings – The study proposed a five …