Géraldine Michel

Université Paris I Panthéon-Sorbonne

17, rue de la Sorbonne

Paris, IL 75005

France

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Scholarly Papers (1)

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Customer Segmentation Based on Store Equity: What Explains Customer Store Preference?

Journal of Brand Management, Vol. 24, Issue 6, 2017
Number of pages: 16 Posted: 17 May 2018
University of Valencia, University of Valencia, University of Valencia - Faculty of Economics and Université Paris I Panthéon-Sorbonne
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Abstract:

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Retail brand equity, Segmentation, CHAID, Store image, Perceived value