Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands

Gopal Das

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 3, 284-292

Abstract: The present study was an effort to explore the direct and indirect impacts (mediated through retailer loyalty) of retailer awareness, retailer association and retailer perceived quality on purchase intention. Seven hypotheses were developed with relevant literature support. The hypotheses were tested with primary data (n=355) collected through structured questionnaire using systematic sampling from food retail shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Structural equation modeling statistical technique was used to test the hypotheses. Results revealed that retailer awareness, retailer association, retailer perceived quality and retailer loyalty have positive impacts on purchase intention. Results also found that the indirect impacts (mediated though retailer loyalty) of retailer awareness, retailer association and retailer perceived quality on purchase intention are stronger than the direct ones. Academic and managerial implications are further discussed.

Keywords: Retailer awareness; Retailer association; Retailer perceived quality; Retailer loyalty; Purchase intention; Indian food retailing (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (25)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:3:p:284-292

DOI: 10.1016/j.jretconser.2014.02.005

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