Retailers with traits of consumer: Exploring the existence and antecedents of brand loyalty in small unorganized retailers

Anurag Dugar and Pankaj Chamola

Journal of Retailing and Consumer Services, 2021, vol. 62, issue C

Abstract: Retail in most emerging countries, like India, is dominated by the informal sector consisting of small unorganized retailers and marketers selling through them desperately want to win them over because it can be a powerful competitive advantage in these markets.

Keywords: Retail; Retailer; Brand loyalty; Attitudinal brand loyalty; Behavioural brand loyalty (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002010

DOI: 10.1016/j.jretconser.2021.102635

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