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Keywords: Channel congruence
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Journal Articles
Effect of channel congruence on a retailer's image
Available to Purchase
International Journal of Retail & Distribution Management (2013) 41 (4): 254–273.
Published: 22 March 2013
... a less good image. However, channel congruence cannot be elevated to a universal guiding principle as it only affects multichannel and online buyers, with no detrimental impact on retailer image. Research limitations/implications The study is mainly limited by the type of retailer studied...
