Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework

Vishag Badrinarayanan and Enrique P. Becerra

Journal of Business Research, 2019, vol. 105, issue C, 189-200

Abstract: Although branded store-within-stores are increasing in popularity in the retail environment, there has been limited systematic research on this phenomenon. This study develops and tests a theoretically grounded framework of the antecedents of shoppers' attitude toward store-within-stores and, subsequently, patronage intentions toward store-within-stores and the host retailer. Brand alignment, or the extent to which the brand featured in a store-within-store arrangement fits with the other brands carried by a host retailer, brand-related factors, and store-related factors are considered as antecedents of attitude toward the store-within-store. Based on the findings, implications are offered for academicians and practitioners. Future research directions for advancing knowledge on store-within-stores are also presented.

Keywords: Store-within-stores; Shopper attitudes; Retail store patronage; Brand alignment (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:105:y:2019:i:c:p:189-200

DOI: 10.1016/j.jbusres.2019.08.007

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