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Keywords: Brand identity
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Journal Articles
Managing Service Quality: An International Journal (2006) 16 (2): 167–184.
Published: 01 March 2006
...' personification did affect their beliefs about retailers. Research limitations/implications There are many implications for retailers wishing to capture more of the Hispanic market segment including the importance of brand identity of the retailer and the buyer's self‐image. Originality/value This paper...
