Consumer perception of five UK fashion retailers
Consumer perception of five UK fashion retailers
复制标题
英国五家时装零售商的消费者看法
DOI：
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发表时间：
2001
期刊：
影响因子：
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通讯作者：
Linda Shearer
中科院分区：
文献类型：
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作者：
G. Birtwistle;Linda Shearer
建立一个强有力的、积极的形象已经成为保持持续竞争优势的关键。对商店形象的研究使零售商能够制定定位策略，并使他们能够在产品，价格或提供的服务方面区分他们的商店。本文介绍了一项调查结果的基础上，从860名顾客的多个零售商销售女装时装。它利用多属性模型研究了商店形象所涉及的主要维度，并将结果与定性商店选择陈述进行了比较。最后，本文探讨了零售商如何操纵形象变量，以保持或捍卫自己的市场定位。
Developing a strong, positive image has become essential to the maintenance of sustained competitive advantage. Research into store image has allowed retailers to create positioning strategies and enabled them to differentiate their stores in terms of the products, prices or services on offer. This paper presents the findings of a survey based on responses from 860 customers of multiple retailers selling womenswear fashion clothing. It examined the principal dimensions involved in store image, utilising a multi‐attribute model, and compares results with qualitative store choice statements. The paper concludes by exploring how retailers could manipulate image variables to maintain or defend their market positioning.