Title: Impact of store image on store loyalty and purchase intention: does it vary across gender?

Authors: Gopal Das

Addresses: Indian Institute of Management Rohtak, M.D. University, Rohtak – 124001, India

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.

Keywords: store image; attitudinal loyalty; behavioural loyalty; purchase intention; gender; India.

DOI: 10.1504/IJEMR.2014.064877

International Journal of Electronic Marketing and Retailing, 2014 Vol.6 No.1, pp.52 - 71

Received: 27 Mar 2014
Accepted: 02 May 2014

Published online: 20 Sep 2014 *

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