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The purpose of this study is to examine the usage of promotional references external to and internal to the retail store setting by selected demographic and psychographic characteristics of the retail apparel consumer. A national random sample of 457 male and 170 female consumers participated in...
Classic theater patrons’ preferences toward a variety of competing, live-entertainment events were investigated in this study. Classic theater patrons were asked to rank 12 non-hypothetical equivalently priced packages of tickets for both classical and contemporary entertainment events...
Two important benefits of brand equity have largely been assumed in most previous research: reduced marketing expenditures required to launch brand extensions; and channel participants as an important source of brand equity. Results of a discrete choice experiment with independent retail grocers...
Retail internationalization is an important trend for today’s retailers. However, the appropriateness of the strategy for all retailers has not been fully addressed. Most of the literature is based on experiences encountered after businesses have entered their new marketplaces. Very little...
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