Title: Technology and brand selection: the mediating effect of cognition in Indian retail

Authors: Satish Chandra Ojha

Addresses: Department of Management Studies, STEP-HBTI, Harcourt Butler Technological University Campus, Kanpur 208002, Uttar Pradesh, India

Abstract: The aim of this study is to experimentally inspect the intervention impact of cognition variables on the relationship between technology and brand selection in Indian retail. A quantitative technique was utilised to test the model of which was produced for the reason of the study. The model included technology dimensions, cognition and brand selection. The research data were collected from the population of Kanpur region for the purpose of this study. The major finding of this study is that cognition variables which constitutes of perceived quality and service quality, mediates the relationship between technology and brand selection.

Keywords: brand selection; Indian retail; mediation effect; perceived quality; service quality; technology.

DOI: 10.1504/IJBEX.2019.096902

International Journal of Business Excellence, 2019 Vol.17 No.1, pp.21 - 41

Received: 30 Jan 2017
Accepted: 28 Oct 2017
Published online: 13 Dec 2018 *

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