Impact of store image on store loyalty and purchase intention: does it vary across gender? Online publication date: Tue, 30-Sep-2014
by Gopal Das
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 6, No. 1, 2014
Abstract: The present study was an effort to explore the impact of overall store image on attitudinal loyalty, behavioural loyalty and purchase intention. Subsequently, we also investigated the influence of attitudinal loyalty on behavioural loyalty. Finally, we checked the moderating role of gender in the store image-loyalty-purchase intention relationships. Structured questionnaire was used to collect data using systematic sampling from department retail store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Multivariate data analysis techniques like exploratory and confirmatory factor analysis were used to analyse the data. Results indicate that store image positively influences attitudinal loyalty, behavioural loyalty and purchase intention. Results reveal that attitudinal loyalty has positive impact on behavioural loyalty. Results also indicate that gender acts as a moderating variable in the store image-loyalty-purchase intention relationship. Academic and managerial implications are further discussed.
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