Making the store a place of learning: The effects of in-store educational activities on retailer legitimacy and shopping intentions

Damien Chaney, Renaud Lunardo and Grégory Bressolles

Journal of Business Research, 2016, vol. 69, issue 12, 5886-5893

Abstract: This article considers the store as a place of learning and builds on institutional theory to examine whether the implementation of educational activities in the store environment has a positive effect on consumer perceptions of retailer legitimacy and whether such legitimacy in turn has positive effects on shopping intentions. Findings from a study conducted in a real retail setting reveal that although in-store activities do not exert main effects on legitimacy and shopping intentions, corporate attributions play a major role. Precisely, the value that consumers derive from practicing an in-store educational activity increase retailer legitimacy and shopping intentions only when consumers do not perceive any corporate goals behind the implementation of the activity. Theoretical and managerial implications are discussed.

Keywords: Education; Legitimacy; Value; Corporate attributions; In-store activity; Retailing (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:12:p:5886-5893

DOI: 10.1016/j.jbusres.2016.04.104

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