Customer segmentation based on store equity : what explains customer store preference?
Irene Gil Saura, Gloria Berenguer-Contrí, María Eugenia Ruiz Molina, Géraldine Michel
| Year of publication: |
November 2017
|
|---|---|
| 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 | Beziehungsmarketing | Relationship marketing | Einzelhandel | Retail trade | Markenimage | Brand image | Zielgruppe | Target group | Firmenimage | Corporate reputation | Marktsegmentierung | Market segmentation | Kundenwert | Customer value |