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

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  • Dugar, Anurag
  • Chamola, Pankaj

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.

Suggested Citation

  • Dugar, Anurag & Chamola, Pankaj, 2021. "Retailers with traits of consumer: Exploring the existence and antecedents of brand loyalty in small unorganized retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    • Handle: RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002010
    DOI: 10.1016/j.jretconser.2021.102635
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    Cited by:

    1. Lee, Jaeha & Park, Kwangsoo, 2024. "The effects of hedonic shopping values on loyalty towards small retailers: The moderating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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