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Showing 1 to 1 of 1 for “"Resource Premium"”.
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Three Essays On Retail Branding, The Makings Of A Great Retail Brand: Antecedents, Outcomes, And Retailer Ad Spending Strategies
… The second essay proposes and validates the resource premium as an outcome measure of retail brand equity. We developed our measurement in a retail clothing setting and validated it for retail grocery to prove its generalizability. We further validated the measure by examining its correlation …