AMTP Proceedings 2010
Document Type
Conference Proceeding
Conference Track
Sales Promotion/ Retailing
Publication Date
2010
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
The research in this manuscript reports on analyses of retail image which compares the images of two well- known U.S. retailers. The scale used is the research is one that has been specifically designed to evaluate consumers' perceptions of retailers. The results indicate that differential scale items are required to meaningfully assess different varieties of retail establishments. Specifically, the findings indicate that consumers assess retailers in a manner which seems consistent for retail store type. The study offers conclusions and insights based upon the differential items used to assess discount retailers and traditional department stores.
DOI
10.20429/amtp.2010.46
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Pettijohn, Charles E.; Pettijohn, Linda S.; Taylor, A J.; and Newman, Andrew J., "A Comparative Analysis of Retail Store Image: Wal-Mart and Dillards" (2010). AMTP Proceedings 2010. 46.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/46
