Abstract
This study shows how the retailer can better identify determinants of patronage by upgrading the semantic differential. By using the concept of ideal points and consumer choice, along with anchoring the image of the retailer to an ideal business and/or to the firm's competitor's image, the retailer can better interpret the image profile of his business.
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References
Hughes, David G. 1975. “Upgrading the Semantic Differential”,Journal of the Market Research Society, Vol. 17 (January) 41–44.
Kelly, Robert F. and Stephenson, Ronald 1967. “The Semantic Differential: An Information Source for Designing Retail Patronage Appeals”,Journal of Marketing, Vol. 31 (October) 43–47.
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Swan, J.E., Futrell, C.M. Increasing the efficiency of the retailer's image study. JAMS 8, 51–57 (1980). https://doi.org/10.1007/BF02721972
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DOI: https://doi.org/10.1007/BF02721972