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Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty

Murray, John, Elms, Jonathan and Teller, Christoph (2017) Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty Journal of Retailing and Consumer Services, 38. pp. 147-156.

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This paper compares new and established store design prototypes of the same retailer to examine the role of consumers’ cross-sectional perceptions of retail brand loyalty. In-store surveys were administered to capture consumers’ store-level perceptions towards a new store prototype and an older established prototype of the same fast fashion retailer. The data was subjected to multi-group analyzes with structural equations modeling. The findings suggest that store novelty and complexity promote both store design pleasure and retail brand loyalty outcomes. The different store designs do not, however, account for differences in brand loyalty perceptions at the overall retailer level when multi-group comparisons of both store designs are made. Consumers of newer store designs are found to possess a heightened sensitivity to price perceptions. Managerial implications of the effects of store novelty and complexity on retail brand loyalty are also presented.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Murray, John
Elms, Jonathan
Date : 7 September 2017
DOI : 10.1016/j.jretconser.2017.06.001
Copyright Disclaimer : © 2017. This manuscript version is made available under the CC-BY-NC-ND 4.0 license
Uncontrolled Keywords : novelty, complexity, design, structural equations modeling, price, retail brand loyalty
Depositing User : Melanie Hughes
Date Deposited : 18 Jul 2017 12:43
Last Modified : 09 Dec 2018 02:08

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