imagen de la tienda como heurístico de calidad¿es igualmente de efectiva para todos los consumidores?

  1. Delgado Ballester, Elena
  2. Rodríguez Orejuela, Augusto
Book:
Estrategias de distribución y comportamiento de compra multicanal: tendencias y oportunidades para que fabricante y distribuidor rentabilicen sus decisiones de marketing
  1. Vázquez Casielles, Rodolfo (coord.)
  2. Trespalacios Gutiérrez, Juan Antonio (coord.)
  3. Estrada Alonso, Eduardo (coord.)
  4. González Mieres, Celina (coord.)

Publisher: KRK ; Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-431-4

Year of publication: 2013

Pages: 45-59

Type: Book chapter

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Abstract

store image is a key element for retailers� competitive strategy to influence consumers� evaluations, this research focuses on the effectiveness of store image in affecting attitudes, and perceptions associated with store brands across levels of consumers� value consciousness. The novelty of this analysis resides in the fact that no previous research has paid attention to how consumer characteristics moderate the effect of store image on consumers� reactions to store brands.

Data source: Dialnet