Measures a consumer's overall orientation toward patronising and recommending a particular type or format of retail store, combining attitudinal evaluation, current shopping behaviour, and recommendation propensity. The scale is designed to be adapted across different store format categories such as discounters, hypermarkets, and specialty retailers.
Zielke, S., & Komor, M. (2015). Cross-national differences in price-role orientation and their impact on retail markets. Journal of the Academy of Marketing Science, 43(2), 159-180.
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