Abstract:The purposes of this study are: (i) to develop store personality measurement scale tailor-made for household and electronics store chains in Vietnam, an Asian transitional economy; and (ii) to exam-ine the degree of influence of each store personality dimensions on store loyalty. The scale development is conducted in two stages: item generation and item purification. The new scale is applied to a data survey of 268 shoppers in Ho Chi Minh City (a metropolitan city in southern Vietnam) by systematic sampling. M… Show more
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