Record Details

Specialty Store and Multi-Brand Store loyalty: An Indian consumer perspective

ASEAN Marketing Journal

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Title Specialty Store and Multi-Brand Store loyalty: An Indian consumer perspective
 
Creator Sarabjot Singh; Research Scholar, College of management, School of Business, Shri Mata Vaishno Devi University Jammu,
Piyush Kumar Sinha; Indian Institute of Management, Ahmedabad
Hari Govind Mishra; Assistant Professor, College of Management, Shri Mata Vaishno Devi University, Jammu
 
Description In the competitive era of retailing, retailers need to understand the importance of store format preferences. The study aimed to understand consumer store loyalty; in-depth interview was conducted to examine consumer store loyalty antecedents for two retail formats: specialty stores and multi brand stores.  The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment. Trust and brand commitment act as mediating factors between store image and store loyalty formats, and also between brand image and store loyalty formats. The findings highlight how consumer store loyalty preference differ for these two formats.. Keywords: brand image, brand commitment, program loyalty, retail store loyalty, store image, trust.
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2014-08-21
 
Type Peer-reviewed Article
 
Format application/pdf
application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/3056
 
Source ASEAN Marketing Journal; Vol 5, No 2 (2013): December 2013
 
Language en