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Increasing the efficiency of the retailer's image study

Increasing the efficiency of the retailer's image study Abstract This study shows how the retailer can better identify determinants of patronage by upgrading the semantic differential. By using the concept of ideal points and consumer choice, along with anchoring the image of the retailer to an ideal business and/or to the firm's competitor's image, the retailer can better interpret the image profile of his business. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Increasing the efficiency of the retailer's image study

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References (2)

Publisher
Springer Journals
Copyright
1980 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02721972
Publisher site
See Article on Publisher Site

Abstract

Abstract This study shows how the retailer can better identify determinants of patronage by upgrading the semantic differential. By using the concept of ideal points and consumer choice, along with anchoring the image of the retailer to an ideal business and/or to the firm's competitor's image, the retailer can better interpret the image profile of his business.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Dec 1, 1980

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