The store-as-a-brand strategy: The effect of store environment on customer responses |
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| Institution: | 1. Montclair State University, Department of Marketing, 1, Normal Avenue, PA 434, Montclair, NJ 07043, USA;2. University of Tennessee, Department of Retail, Hospitality, and Tourism Management, 110, Jessie Harris Building, 1215, West Cumberland Avenue., Knoxville, TN 37996, USA;1. Institute for International Management and Technology, Gurgaon, Haryana, India;2. BIMTECH, Greater Noida, Uttar Pradesh, India;1. School of Retail & Services Management, College of Business, Dublin Institute of Technology, Aungier Street, Dublin 2, Ireland;2. Centre for Advanced Retail Studies (CARS), Massey Business School (Albany), Massey University, Private Bag 102904, North Shore, Auckland 0745, New Zealand;3. Department of Marketing and Retailing, Surrey Business School, University of Surrey, Guildford, Surrey GU2 7XH, UK;1. Abu Dhabi University, Al Ain Campus, P.O. Box 1790, Al Ain, United Arab Emirates;2. United Arab Emirates University, P.O. Box 17555, Al Ain, United Arab Emirates |
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| Abstract: | Despite their significance within the apparel industry, retailers selling just their own brand of apparel (single-brand apparel retailers) have not been examined for the relationship between their store environment and customer responses. This study explores the effect of store environment on customers’ internal evaluations and behavior toward single-brand apparel retailers. Further, to understand the store-as-a-brand strategy, this study examined whether customers have similar cognitive and affective perceptions toward the store versus merchandise. A mall intercept survey was conducted and a non-recursive structural equation model was employed to test the proposed hypotheses. This study found that social, design, and ambient cues as well as merchandise cues influence internal evaluations and ultimately approach behavior toward single-brand apparel retailers. This study also affirmed that the store-as-a-brand concept is valid for a single-brand apparel retailer. |
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| Keywords: | Single-brand apparel retailer Stimulus-organism-response model Store environment |
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