Abstract
This paper reports the results of a survey designed to assess how consumers’ perception of a retail store is affected by its competitive position. Specifically, two questions were addressed: (1) does the traditional assumption that retail competition tends to be intertype appear to be true in practice? and (2) what advantages are gained by a retailer positioned in a "competition free" environment? Managerial implications are presented.
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© 2015 Academy of Marketing Science
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Cronin, J.J., Kelley, S.W. (2015). Identifying Competitive Boundaries: An Analysis of the Impact of Competitive Situations on Consumer’S Perceptions of Retail Stores. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_51
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DOI: https://doi.org/10.1007/978-3-319-11101-8_51
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Online ISBN: 978-3-319-11101-8
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