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| Tekijä: | Arnett, D.B. Laverie, D.A. Meiers, A. |
| Otsikko: | Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications |
| Lehti: | Journal of Retailing
2003 : VOL. 79:3, p. 161-170 |
| Asiasana: | Retailing |
| Vapaa asiasana: | Brand equity |
| Kieli: | eng |
| Tiivistelmä: | Retailers can develop a kind of brand equity, which is here refered to as "retailer equity". In this paper, a method is outlined using partial least squares (PLS) analysis for developing parsimonious measures for retailer equity. Additionally, four illustrations of possible ways that the index can be used by retailers are provided. |
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