Abstract
Recent work indicates the desirability of studying managers’ store image as well as their customers’ store image. There has also been interest in using multiattribute models instead of the semantic differential approach to measuring store image. This paper reports on the usefulness of the multiattribute approach in assessing possible differences between the customer perceived store image and management’s self perceived store image.
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Samli, A.C., Lincoln, D.J. (2015). Contrasting Customer Preceived Store Image with Management’s Self Perception: A Diagnostic Approach. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_14
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DOI: https://doi.org/10.1007/978-3-319-16976-7_14
Publisher Name: Springer, Cham
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