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Keywords: Event image
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Journal Articles
International Journal of Retail & Distribution Management (2011) 39 (8): 619–634.
Published: 21 June 2011
...Alexander Leischnig; Marko Schwertfeger; Anja Geigenmueller Purpose This paper aims to investigate the impact of in‐store events on customers' attitudes toward the retail brand. Design/methodology/approach The authors develop and empirically test a model of event image, event satisfaction...
