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Construcción y validación inicial de una escala para medir la personalidad de los establecimientos comerciales

Author

Listed:
  • Gemma García Ferrer
  • Carmen García García

Abstract

La personalidad de tienda es importante para seleccionar la mejor estrategia de marketing. El papel estratégico de estas características simbólicas, rasgos humanos, que pueden ser atribuidas a las tiendas ha quedado empíricamente demostrado en lo que se refiere a satisfacción percibida de los clientes (Chun y Davies, 2006), así como al comportamiento leal hacia el establecimiento (Zentes, Morschett y Schramm-Klein, 2008). A pesar de la reconocida relevancia del problema, actualmente no disponemos de un instrumento para medir este constructo. Este trabajo describe la investigación inicial llevada a cabo para desarrollar una escala para medir la personalidad de los establecimientos comerciales.

Suggested Citation

  • Gemma García Ferrer & Carmen García García, 2013. "Construcción y validación inicial de una escala para medir la personalidad de los establecimientos comerciales," DOCFRADIS Working Papers 1305, Catedra Fundación Ramón Areces de Distribución Comercial, revised Mar 2013.
  • Handle: RePEc:ovr:docfra:1305
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_dkvmskjjzr_Docfradis_2013_05.pdf
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    More about this item

    Keywords

    Personalidad de tiendas; Estrategia de marketing; Satisfacción percibida de los clientes; Comportamiento leal hacia el establecimiento; Desarrollo de una escala;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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