Consumer involvement in retail store positioning
Journal of the Academy of Marketing Science · 1982 · Volume 10 · Issue 1
Abstract
The concept of consumer involvement in products and issues and its theoretical importance in attitude change strategy have been discussed in the past. This paper reports empirical findings relating to retail store perceptions and preferences, using involvement as a moderator variable.
Keywords
Multidimensional Scaling, Ideal Point, Consumer Research, Retail Store, American Market Association
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