Journal of Retailing and Consumer Services 21 (2014) 284–292

Contents lists available at ScienceDirect

Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

Linkages of retailer awareness, retailer association, retailer perceived

quality and retailer loyalty with purchase intention: A study of Indian
food retail brands
Gopal Das n
Indian Institute of Management Rohtak, Department of Marketing, M.D. University Campus, Rohtak, India

art ic l e i nf o a b s t r a c t

Article history: The present study was an effort to explore the direct and indirect impacts (mediated through retailer
Received 13 December 2013 loyalty) of retailer awareness, retailer association and retailer perceived quality on purchase intention.
Received in revised form Seven hypotheses were developed with relevant literature support. The hypotheses were tested with
6 February 2014
primary data (n ¼ 355) collected through structured questionnaire using systematic sampling from food
Accepted 6 February 2014
Available online 19 March 2014
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,
Keywords: retailer association, retailer perceived quality and retailer loyalty have positive impacts on purchase
Retailer awareness intention. Results also found that the indirect impacts (mediated though retailer loyalty) of retailer
Retailer association
awareness, retailer association and retailer perceived quality on purchase intention are stronger than the
Retailer perceived quality
direct ones. Academic and managerial implications are further discussed.
Retailer loyalty
Purchase intention & 2014 Elsevier Ltd. All rights reserved.
Indian food retailing

1. Introduction segmentation and promotional strategies. Purchase intention is

Researchers argued that “branding and brand management
principle can and should be applied to retail brands” (Ailawadi
and Keller, 2004, p. 340). As a result, it is now being applied to
retail brands as well, bringing in a change from the past when it
was only applied to product brands (Das, 2013a, 2013b; Moller and
Herm, 2013; Das et al., 2012a, 2012b; Willems et al., 2011). Here
the retail brand refers to “a retailer as a brand or a retail store as a
brand” (Das, 2013a; Das et al., 2012b; Moller and Herm, 2013). For
example, Shoppers Stop, an Indian retail store, can be considered
as a retail brand. A well-known retail brand attracts footfall and
influences purchase intention. As retail shopping is often a
hedonic experience (Babin et al., 1994), the intentions to shop
from a retail store might be directed towards actual shopping
behavior (Das, 2013b; Luo et al., 2011). Consumers' purchase
intentions arise after they perceive utility and value of a product
or service (e.g., Dodds et al., 1991). Consumer purchase intention
takes part in forecasting sales of existing and/or new products and
services of retailers (Das, 2013b). Purchase intention data assists
retailers to take decisions related to product demand, market
n
Tel.: þ 91 9836569837.
E-mail address: gd.iitkgp@gmail.com
the final consequence of a number of factors in a shopping context.
Despite its importance, purchase intention has not been stu-
died well in Indian retail branding context, particularly food retail
branding context. The present study is an attempt to contribute in
this void. Its aim is to explore the direct and indirect (through
brand loyalty) impacts of brand awareness, brand association,
perceived quality and brand loyalty on purchase intention. Con-
sidering ‘a retailer as a brand’, brand awareness, brand association,
perceived quality, brand loyalty have been termed here as retailer
awareness, retailer association, retailer perceived quality, and retailer
loyalty or store loyalty, respectively. This study has been conducted
from Indian food retail branding perspective. The rise of “a retailer
as a brand” is one of the most important trends in retail branding
research (Grewal et al., 2004). This has been proved in several
recent retail branding studies (e.g., Moller and Herm, 2013;
Das, 2013a; 2013b; Das et al., 2013). The present study is a new
addition to this retail branding research group.
Kearney report (2013) manifested Indian retail market as a
high-potential market with accelerated growth of 14 to 15% per
year expected through 2015. Strong microeconomic conditions
including a 6 to 7% rise in GDP, higher disposable incomes and
rapid urbanisation are the antecedents favouring this growth in
Indian retail environment (Kearney report, 2012). Retailer are
expanding their businesses in tier 2 and 3 cities rapidly. The

http://dx.doi.org/10.1016/j.jretconser.2014.02.005
0969-6989 & 2014 Elsevier Ltd. All rights reserved.
 G. Das / Journal of Retailing and Consumer Services 21 (2014) 284–292
changing landscape in India has changed Indian customers’
spending and shopping habits (Sengupta, 2008). The present
scenario of Indian organized retailing is noteworthy (Halepete
and Iyer, 2008). The new policy of foreign direct investment (FDI)
encourages many players to invest in Indian market. Emergence of
e-commerce has made consumer decision making process easy.
Tata Strategic Management Group (TSMG) (2013) projects that
organized food and grocery retail in India can grow to INR 1750 Bn
(at current prices) by 2015 representing approximate 11% of
overall food and grocery sales. Due to increasing mass consumer-
ism on account of rising GDP, a high-growth rate, along with the
increasing spending power of Indians, emergence of private labels
and e-commerce, the food retailing is turning out to be highly
profitable segment and has significant potential to grow in years to
come. This study would help retailers to serve better, ensure
profitability and sustainability in growing Indian retail market.
The rest of the paper is structured as follows. We first provide a
theoretical background for the study, followed by hypotheses
development and conceptual framework. We then describe the
methodology used for testing the hypotheses, discuss results,
suggest theoretical and managerial implications of the study, and
conclude the paper with its limitations, and directions for future
research.
2. Theoretical background
2.1. Retailer awareness
Retailer awareness is conceptualized as a “consumer’s ability to
recognise or recall that the retailer is a member of certain retailer
category” (Pappu and Quester, 2006, p. 320). Retailer awareness is
the extent to which retailers’ names are familiar to shoppers
(Aaker, 1991). It is the strength of a retailer’s presence in shoppers’
minds. The strength of retailer awareness is reflected by the ability
to recognise the retailers under several conditions including store
recognition and store recall (Keller, 1993). The study argued that a
retailer’s name is an information-rich cue to its image (Grewal
et al., 1998).
2.2. Retailer associations
Retailer associations is defined as “anything linked to the
memory of the retailer” (Pappu and Quester, 2006; p. 320). Three
desirable characteristics of brand associations are strength, favour-
ability and uniqueness (Keller, 1993). Keller (1993) argued that
“the presence of strongly held, favourably evaluated associations
that are unique to the brand and imply superiority over other
brands is critical to a brand’s success” (p. 6). Developing strongly
held and favourably evaluated brand associations that are unique
to the brands and imply superiority over others is often cited as
the final reason why companies invest in advertising (Keller, 1993).
Brand associations linked to product performance related to the
brands or to the image of the brands (Keller, 1993) or to the
product performance, such as attributes, features or benefits that
buyers link to a brand and that differentiate it from the competi-
tion (Dillon et al., 2001).
2.3. Retailer perceived quality
Retailer perceived quality is conceptualised as the “perception
of the quality of the retailer as well as the (perception of) quality of
products (goods or services) offered by retailers” (Pappu and
Quester, 2006, p. 320). Sometime, retailer perceived quality
and retailer associations are seemed as a combined dimension
(Yoo and Donthu, 2001). However, retailer association and retailer
285
perceived quality are two distinct constructs (Pappu and Quester,
2006). Study argued that perceived quality influences consumer
behaviour (Bolton, 1998). Richardson et al. (1994) found that
consumer decision making process is largely influenced by per-
ceived quality than other factors such as value-for-money.
2.4. Retailer loyalty
Store loyalty is conceptualised as “the tendency to be loyal to
a focal retailer as demonstrated by the intention to buy from the
retailer as a primary choice” (Pappu and Quester, 2006, p. 320).
Loyalty creates numerous benefits and hence is beneficial in devel-
oping and implementing various marketing strategies (Jacoby and
Chestnut, 1978). For example, loyalty generates a stable customer
pool for firms’ products and services (Oliver, 1997). Loyal customers
spread positive word of mouth about the brands/companies, parti-
cipate in repeat purchase, and are willing to pay higher price
(Zeithaml et al., 1996). A small change in customer retention rate
may have significant impacts on retail earnings. Thus, the effort to
maintain retailer loyalty is considered as a critical retailer strategy to
retain existing customers and thus profitability and sustainability are
ensured (Wallace et al., 2004).
2.5. Purchase intention
Purchase intention can be conceptualised as individual’s inten-
tion to buy products/services. Purchase intention can ultimately
result in actual purchase behavior (Luo et al., 2011). The greater the
purchase intention is, the greater a consumer’s desire to purchase a
product or service (Schiffman and Kanuk, 2000). The intention to
purchase a particular brand, product or service requires assessment
of all brands, products or services offered by competitors (Teng
et al., 2007). Intentions to purchase products/services arise when
they provide the features that meet the consumers’ need (Fournier,
1998). Studies argued that purchase intention is affected by both
recognized value and excellent offers of a product/service (Monroe
and Krishnan, 1985; Zeithaml, 1988).
3. Hypotheses development and conceptual framework
The first four constructs (namely brand awareness, brand
association, perceived quality and brand loyalty) as demonstrated
in theoretical background section, are separate and distinct, and
are reported in Aaker (1996a, 1996b) consumer-based brand
equity model. The model was developed in product branding
context. Several studies have argued the relationships between
brand awareness, brand associations, perceived quality and brand
loyalty in the product branding context also (e.g., Grewal et al.
(1998), Gladden and Funk (2001), O’Cass and Lim (2001), Garton
(1995)). However, studies argued that product brands are different
from retail brands (Ailawadi and Keller, 2004). For example,
retailer brands are “typically more multisensory in nature than
product brands and can rely on rich consumer experiences to
impact their equity” (Ailawadi and Keller, 2004; p. 332). Thus, the
application of branding and brand management principles in retail
branding context may produce different results from that in
product branding context (Ailawadi and Keller, 2004; Zentes
et al., 2008; Das, 2013a). In addition, most of the studies linking
brand awareness, brand association, perceived quality and brand
loyalty were based on Western culture. Studies found that con-
sumers’ attitudes, opinions towards marketing activities and
marketing constructs vary across the cultures (Dawar and Parker,
1994; Aaker et al., 2001). Yoo and Donthu (2002) argued that
cultural and economic differences might mediate the effect of
marketing efforts on creating brand equity. Based on these arguments,
286 G. Das / Journal of Retailing and Consumer Services 21 (2014) 284–292
the present study is an effort to explore the linkages between brand
awareness, brand association, perceived quality, brand loyalty and
purchase intention in Indian food retail branding context.
Before developing the hypotheses (linking the above mentioned
constructs) and conceptual framework of this study, we looked into
the existing retail branding study in Indian context. A very few
studies have been conducted investigating different aspects of
Indian retail branding. For example, Das et al. (2012b) developed a
scale to measure retail brand personality. Another study explored
positive impacts of retail brand personality and self-congruity on
store loyalty (Das, 2013a). Although all these studies focused on
Indian retail branding context (e.g., Das et al. (2012a; 2012b),
(2013)), none of them examined the linkages between brand
awareness, brand association, perceived quality, brand loyalty and
purchase intention in Indian food retail branding context. This gap
motivated us to develop the following hypotheses.
3.1. Retailer awareness and purchase intention
Brand (retailer) awareness is the ability of a customer to identify
a brand (Keller, 2003). Retailer awareness plays a significant role in
influencing consumer decision making process (Hartman and Spiro,
2005; Arnett et al., 2003). For an example, awareness is considered
as a deciding factor in low involvement purchase decision making
process, (Hoyer and Brown, 1990). Grewal et al. (1998) hypothesised
that more positive the store/brand name or the reputation asso-
ciated with the store is, the more positive the buyers’ perceptions of
the store are. Brand awareness helps a customer to select a brand
(Laurent et al., 1995). In addition, brand awareness makes a
customer to become aware of a product or service and then builds
an intention of purchase the same (Percy and Rossiter, 1992). Aaker
(1990) argued brand awareness enhances purchase intention. This
leads to develop the following hypothesis.
H1. Retailer awareness has positive impact on purchase intention.
3.2. Retailer awareness and retailer loyalty
Ability of a retailer and a consumer to recall and identify a brand
is known as brand (retailer) awareness (Aaker, 1996a, 1996b). Brand
names offer characters that help retailers and consumers to spot
service providers and to assume the outcomes of the services
(Turley and Moore, 1995). Customers have a tendency to pay more
money for known and famous brands (Keller, 1993).Brand aware-
ness affects perceptions and tastes: “People like the familiar and are
prepared to ascribe all sorts of good attitudes to items which are
familiar to them” (Aaker and Joachimsthaler, 2000). Brand name
positively influences purchase intention (Grewal et al., 1998). Aaker
(1991) argued that brand awareness impacts brand loyalty. This
leads to develop the next hypothesis of this study.
H2. Retailer awareness has positive impact on retailer loyalty.
3.3. Retailer association and retailer loyalty
Brand associations have strongest influences on consumer
behaviour (Romaniuk and Gaillard, 2007). To create the differential
consumer response, it is important that some of the strongly held
brand associations are not only favorable but also unique. Retailer
associations make the consumer decision making process easy
when features like price and quality, offered by retailers are
similar. It gives buyers reasons and justifications to purchase the
products (Keller, 1993, 1998). In this context, some studies argued
that brand association enhances brand loyalty (e.g., Gladden and
Funk (2001)). This leads to develop the third hypothesis of this
study.
H3. Retailer association has positive impact on retailer loyalty.
3.4. Retailer association and purchase intention
Brand (retailer) associations contains the meanings of a brand
for a consumer, by linking information about the product to the
brand nodes in memory, therefore accounting for the product
attributes, perceived benefits, and various summary evaluations of
evoked brands (Farquhar and Herr, 1993). The impact of consu-
mers’ brand associations on their evaluations of brands is deter-
mined by the strength, favourability and uniqueness of the brand
associations (Keller, 1993). Researchers argued that brand associa-
tions has positive influence on purchase intention (e.g., O’Cass and
Lim (2001)). Thus, we assume the following hypothesis in our
study context.
H4. Retailer association has positive impact on purchase intention.
3.5. Retailer perceived quality and retailer loyalty
Loyalty can occur when the service quality has been judged
favourably and the experiences have delivered satisfactions, and to
persist unless and until a negative post-purchase experience gives
sufficient reasons to become disloyal (Selnes, 1993). Selnes (1993)
argued that the perceived quality affects brand reputation and
customer satisfactions, that satisfaction in turn affect brand
reputation, and that both satisfaction and brand reputation deter-
mine brand loyalty. In addition, Aydin and Ö zer (2005) argued that
perceived service quality is an antecedent of loyalty. Garton (1995)
advocated that the perceived quality has effect on a customer’s
intention to re-purchase, and hence on the likelihood of loyalty
developing. Thus, we develop the next hypothesis as follows.
H5. Retailer perceived quality has positive impact on retailer
loyalty.
3.6. Retailer perceived quality and purchase intention
The importance of perceived quality originates from its beneficial
impact on purchase intentions. Studies found contradicted findings
on the influences of perceived quality on purchase intention.
Some scholars have found a direct positive relationship between
perceived quality and purchase intentions (e.g., Boulding et al.
(1993), Parasuraman et al. (1996)), while others reported an indirect
relationship through satisfaction (e.g., Cronin and Taylor (1992),
Sweeny et al. (1999)). However, it is argued that the dual effects
(direct and indirect) of perceived product quality on purchase
intentions have been found for goods, while the single effect (direct
or indirect) has been reported from studies focused on services.
Thus, keeping in mind our study perspective, we develop the next
hypothesis as follows.
H6. Retailer perceived quality has positive impact on purchase
intention.
3.7. Retailer loyalty and purchase intention
Loyalty has been a major focus of strategic marketing planning
(Kotler, 1984) and offers a significant basis for developing a sustain-
able competitive advantage (Dick and Basu, 1994). Brand loyalty is a
repurchase vow that promises a consumer will repurchase his/her
favorable brands in the future, and they will not change his/her
loyalty under whichever condition (Oliver, 1999). In addition, some
studies argued that consumers must have positive feelings to brands,
and then they will produce purchase intention (Assael, 1998). Studies
argued that brand loyalty positively influences purchase intention
 G. Das / Journal of Retailing and Consumer Services 21 (2014) 284–292
(Mittal et al., 1998; Hennig-Thurau et al., 2002). Thus, we develop the
final hypothesis of this study as follows.
H7. Retailer loyalty has positive impact on purchase intention.
Based on the aforesaid hypotheses, the conceptual framework
of this study is represented in Fig. 1.
4. Research method
4.1. Measures
Keeping in mind our study context, we were very careful in
adoption of constructs to be studied. For measuring retailer
awareness, retailer association, retailer perceived quality and
retailer loyalty, we have adopted the items developed by Pappu
and Quester (2006). Retailer awareness, retailer association, retai-
ler perceived quality and retailer loyalty comprise of three, five,
four and three items, respectively. Pappu and Quester (2006)
developed and tested these items in retail branding context
(Pappu and Quester, 2008). The items were measured with
7-point Likert type scale (1 ¼strongly disagree, 7¼ strongly agree).
The purchase intention was measured with two items, adopted
from Summers et al. (2006) study, using 7-point Likert-type scale
(1 ¼strong disagree, 7 ¼strongly agree). The purchase intention
measure has proven its applicability in Indian retailing context
(Das, 2013b). However, before final use of all these constructs, we
checked their content/face validity in our study context. The
content validity was checked with 15 respondents: 5 full market-
ing professors, 5 retail managers and 5 experienced food retail
shoppers.
4.2. Sample and data collection
The population of this study was composed of all food retail
shoppers of age 18 years and above. The sampling frame consisted
of residents of Kolkata, a metropolitan city of India. A mall
intercept survey technique using systematic random sampling
(approaching every 15th mall leaving customer) was applied to
collect data with structured questionnaire from five modern food
retail stores available in Kolkata: Food Bazaar, More, Reliance
Fresh, Spencer’s and Arambagh’s Food Mart. The eligibility criteria
of the responding candidate is as follows: purchase any food item
from the selected retail stores least 4–6 times in the past six
months. This criteria was set with the objectives of capturing
shopping behavior in precise way and to facilitating the data
collection process. The questionnaire comprised of questions
Retailer Awareness
H1
H2
Retailer loyalty
Retailer Association H3
H5
Retailer perceived
quality
H4
Fig. 1. Conceptual framework of the study.
287
related to the constructs needed for this study and demographic
of the respondents (see Appendix A for details of constructs). Data
were collected during different times of the day and on different
days of the week and the weekend to minimise periodicity and
non-coverage problems (Pappu and Quester, 2008). Out of 383
administered questionnaires, 355 were found usable for data
analysis based on outliers (i.e., the observation that has esteemed
values on one or more variables, over other observations) and
incomplete questionnaires. The sample size deemed ideal to run
multivariate data analytics techniques like structural equation
modeling (e.g., Shukla, 2009; Dennis et al., 2010).
5. Data analysis and results
5.1. The sample and descriptive statistics and reliability of the
constructs
The socio-demographic profile of the sample and descriptive
statistics of the constructs are represented in Table 1. Table 1
shows that almost half of the respondents are female (55%); 40%
respondents are graduate; mean age of the respondents is 33 years
and mean monthly household income is USD$535.23. The mean
scores and standard deviations of retailer awareness scale items
range from 5.532 to 5.597 and from 1.088 to 1.112 respectively
(Table 1). The mean scores and standard deviations of retailer
association scale items range from 5.117 to 5.591 and from 1.030 to
1.099, respectively. The same for retailer perceived quality range
from 5.321 to 5.532 and from 1.042 to 1.101, respectively. The
means and standard deviations of purchase intention range from
5.143 to 5.219 and from 1.113 to 1.168, respectively. Finally, the
means and standard deviations of retailer loyalty items range from
4.943 to 5.219 and from 1.263 to 1.512, respectively. The reliability
statistics (Cronbach alphas) of the five constructs are .769, .831,
.834, .849 and .757 for retailer awareness, retailer association,
retailer perceived quality, purchase intention and retailer loyalty,
respectively.
6. Hypotheses testing
The hypotheses of this study were examined with a sophisti-
cated multivariate statistical tool named structural equation mod-
eling (SEM). The hypotheses were represented in the conceptual
framework of this study (Fig. 1). Fig. 1 represents many depen-
dence relationships, particularly regressions, among the selected
constructs. Each construct is comprised of several items. So, one
H7 Purchase intention
H6
288 G. Das / Journal of Retailing and Consumer Services 21 (2014) 284–292

Table 1
The sample and descriptive statistics of the construct items.

The sample
Male 45%
Gender
Female 55%
Secondary and higher secondary 28%
Graduate 40%
Education
Post graduate 24%
Others (like M.Phil, Ph.D) 8%
Occupation Housewife 31%
Employed (government/private/self) 51%
Businessman 12%
Others (like students) 6%
Age Mean age 33 years
Monthly household income (MHI) Mean MHI $535.23

Mean SD

Constructs and their itemsa

Retailer awareness
AW1 5.323 1.112
AW2 5.597 1.088
AW3 5.69 1.099
Retailer association
AS1 5.591 1.03
AS2 5.4 1.048
AS3 5.45 1.052
AS4 5.554 1.073
AS5 5.177 1.099
Retailer perceived quality
PQ1 5.532 1.042
PQ2 5.439 1.062
PQ3 5.357 1.072
PQ4 5.321 1.101
Retailer loyalty
RL1 5.287 1.263
RL2 4.943 1.512
RL3 5.138 1.499
Purchase intention
PI 1 5.143 1.168
PI 2 5.219 1.113

a
See Appendix A for items’ details

needs to reconfirm this structural issue and check the validity of
the constructs in his study context. So, instead of running
confirmatory factor analysis (to reconfirm the items of constructs
and check validity) and regressions several times (to examine the
dependence relationships), we considered SEM, as it performs
both the analyses together in a same model at the same time. Hair
et al. (2008) defined structure equation modeling as a multivariate
technique combining aspects of factor analysis and multiple
regression that enables the researcher to simultaneously examine
a series of interrelated dependence relationships among the
measured variables and latent constructs (variates) as well as
between several latent constructs. We used AMOS (version-18) to
perform SEM. SEM consists of two sub-models, measurement
model and structural model (Byrne, 2010). The measurement
model depicts the links between the latent variables and their
observed measures, and the structural model depicts the links
among the latent variables themselves (Byrne, 2010). Measure-
ment model is performed through confirmatory factor analysis
(CFA).
6.1. Measurement model
Measurement model (i.e., CFA) involves examining the loading
of the observed variables on the latent variables, and estimating
indicators and constructs validity. Measurement model helped us
to checking validity and psychometric properties of the constructs
in this study context. However, before checking the validity and
psychometric properties, we checked how well the measurement
model fits the data. The measurement model validity depends on
goodness-of-fit measures and specific evidence of construct valid-
ity (Hair et al., 2008).
Goodness of model fit was initially assessed through Chi-square
value (χ2). However, as Chi-square test is sensitive to sample size
and model complexity, we considered relative Chi-square value
(χ2/degree of freedom) and some other measures including NFI,
RFI, IFI, TLI, CFI and RMSEA as fit indices. The relative Chi-square
value of our proposed model (3.66, df ¼ 112, p ¼.000) maintained
the standard of less than 5 (Marsh and Hocevar, 1985). The value of
rest fit indices, NFI (.904), IFI (.898), TLI (.895) and CFI (.893) and
the RMSEA (.080). The fit indices show the model fit the data
moderately.
We checked modification indices (MIs) to find any discrepancy
between proposed and estimated model (Joreskog and Sorbom,
1993). Based on the higher value of MIs (Hair et al., 2008), four
pairs of items were allowed to covariate and subsequently the
structural equation modeling was run. Taking into consideration
the contextual perspective, it seemed reasonable to allow the
errors (of the selected items showing higher value of MIs) to
covariate as they measure conceptually similar indicators (Byrne,
2010; Hair et al., 2008). The changes based on modification indices
resulted in a better fitting model (relative Chi-square¼ 3.33, df¼108,
p¼.000; NFI¼.925, IFI¼ .916, TLI¼.911, CFI¼.906 and RMSEA¼.078).
No further modification was made and all fit indices indicated a very
good model fit.
Construct validity and psychometric properties were checked
with confirmatory factor loadings, composite reliability values
 G. Das / Journal of Retailing and Consumer Services 21 (2014) 284–292 289

Table 2 6.4. Power analysis

β values, t-values and p-values.
Power analysis is also an important consideration in SEM
Hypothesis β values t-value p-value# Decision
analysis since it can influence values of the test statistics, and
H1 (AWa-PIa) 0.175 2.305 0 Accepted modification indices (e.g., MacCallum et al. (1996)). However,
H2 (AW-RLa) 0.365 4.103 0 Accepted calculation of power is complicated as it varies with several factors
H3 (ASa-RL) 0.440 4.356 0 Accepted such as reliability of variables, magnitude of error variances,
H4 (AS-PI) 0.149 2.104 0 Accepted
H5 (PQa-RL) 0.238 2.907 0 Accepted
number of manifest indicators per construct, magnitude of the
H6 (PQ-PI) 0.201 2.680 0 Accepted covariance among variables, and the estimation method used (e.g.,
H7 (RL-PI) 0.392 4.127 0 Accepted Browne et al. (2002), MacCallum et al., 1996). As simple rule of
#
thumb, Barrett (2007) therefore suggested that a sample size of
p o .05,
a 150–200 gives adequate power in the sample. Therefore, power in
AW ¼ retailer awareness, PI¼ purchase intention, RL ¼retailer loyalty,
AS ¼ retailer association, PQ ¼retailer perceived quality. our sample was deemed to be adequate for this analysis.

and average variance extracted values. All items loaded on their
corresponding latent factors with significant (p¼.000) factor loadings
Z.70 (Hair et al., 2008) suggested strong convergent validity of the
constructs used in this study. The measurement model of our study
exhibited strong psychometric properties with composite reliability
and average variance extracted (AVE).
The composite reliability (CR) values of the constructs are as
follows:.749 for retailer awareness, .756 for retailer association,
.803 for retailer perceived quality, .749 for retailer loyalty and .840
for purchase intention. All the CR values maintained the recom-
mended minimum value of .70 (Hair et al., 2008; Bagozzi and Yi,
1988). The AVE values are:.518 for retailer awareness, .508 for
retailer association, .570 for retailer perceived quality, .503 for
retailer loyalty and .502 for purchase intention and all maintained
recommended minimum value of .50 (Hair et al., 2008; Fornell and
Larcker, 1981). The values of AVE extracted from two standardised
constructs were greater than the square of the correlation
between the two constructs (ranges from .001 to .302) indicating
strong discriminant validity of all constructs (Fornell and Larcker,
1981).
6.2. Test for mediation effect
In our proposed model, retailer loyalty or store loyalty is working
as a mediator variable. In order to test this mediating relationship, we
run the model without the retailer loyalty-purchase intention link
(no mediation). The model fit indices indicates (NFI¼.901, IFI¼.856,
TLI¼.835, CFI¼.856 and RMSEA¼ .089) a reasonable fit but worse
than the mediated model. Thus, we established that retailer loyalty
mediates the relationships (e.g., Singh and Das (2013)).
6.3. Test for alternative models
We tested three alternate models to examine for the robustness
of our proposed structural model. In order to check these models,
we run four different models with different linkages between
constructs. Model 1, consists of linkages between retailer aware-
ness (AW)-Retailer loyalty (RL), retailer association (AS)-(RL),
retailer perceived quality (PQ)-(RL) and RL-purchase intention
(PI). Model 2 consists of linkages between AW-RL, AS-RL, PQ-
PI, and RL- PI. Model 3 consists of linkages between AW-RL,
AS-PI, PQ-RL, and RL-PI. Finally, model 4 consists of linkages
between AW-PI, AS-RL, PQ-RL, and RL-PI. However, the fit
indices results of each model (model 1: NFI ¼.890, RFI¼.887,
IFI¼ .867, TLI¼.897; model 2: NFI ¼.862, RFI¼ .876, IFI ¼.883,
TLI ¼.834; model 3: NFI ¼.823, RFI¼ .845, IFI¼.862, TLI ¼.832;
model 4: NFI ¼.889, RFI¼ .845, IFI¼ .867, TLI ¼.856) show that all
the three alternate models have poor fit compared to the proposed
structural model. Therefore, we stick to our proposed model.
6.5. Structural model
The structural model, representing path analysis, depicts the
links among the latent variables (Byrne, 2010). The proposed
structural model in this study depicts the linkages between
retailer awareness, retailer association, retailer perceived quality,
retailer loyalty and purchase intention. The model fit indices of
structural model also shows a good fit: relative Chi-square¼2.33,
df ¼103, p¼ .000; NFI ¼.935, IFI¼ .924, TLI ¼.922, CFI ¼.917 and
RMSEA¼ .072. The linkages between the constructs (as stated in
H1–H7) were tested with standardised regression coefficients
(β values), t-values and p-values (Table 2).
7. Discussions
The objective of this study was to explore the direct and
indirect (through brand loyalty) impacts of retailer awareness,
retailer association, retailer perceived quality and retailer loyalty
on purchase intention in retail branding context. The impacts of
one constructs on others were represented in hypotheses H1 to
H7, as depicted in conceptual framework. The hypotheses were
tested through structural equation modelling (SEM). The results
of SEM were represented in Table 2. Table 2 shows that retailer
awareness positively influences purchase intention (β¼.175,
t¼2.305, p o.05) and retailer loyalty (β ¼.365, t¼4.103, p o.05).
Thus, hypotheses H1 and H2 are accepted. These results are in line
with previous study in product branding context (e.g., Percy and
Rossiter (1992), Aaker (1991)). Table 2 also reveals positive impacts
of retailer association on retailer loyalty (β ¼.440, t ¼4.356, p o.05)
and purchase intention (β¼.149, t¼ 2.104, p o.05). Thus, hypoth-
eses H3 and H4 are supported. The results are at par with many
previous studies conducted in product branding context (e.g.,
Gladden and Funk (2001), O’Cass and Lim (2001)). Retailer
perceived quality found to have positive impacts on retailer loyalty
(β¼.238, t ¼2.907, po .05) and purchase intention (β¼.201,
t¼2.680, po .05). Thus, hypotheses H5 and H6 are also supported.
These results are also in line with several previous studies (e.g.,
Boulding et al. (1993), Parasuraman et al. (1996)). Finally, as
expected, retailer loyalty has positive impact on purchase inten-
tion (β¼.329, t¼4.127, p o.05). Thus, the last hypothesis of this
study H7, also is accepted. Studies in product branding context
also confirmed the same impact of retailer loyalty on purchase
intention (e.g., Hennig-Thurau et al. (2002)). The indirect impacts
(through retailer loyalty) of retailer awareness, retailer association
and retailer perceived quality on purchase intention calculated
simply by summing up the coefficients. Interestingly, results shows
that the indirect impacts of retailer awareness (.365þ.392¼.757),
retailer association (.440þ .392¼.832) and retailer perceived quality
(.238þ.392¼.630) on purchase intention are higher than the direct
ones.
290 G. Das / Journal of Retailing and Consumer Services 21 (2014) 284–292
As the linkages between the constructs discussed in the afore-
said paragraph has been discussed in product branding and several
cultural contexts, arguably, this study could be seen as a first study
in Indian and food retail branding contexts. While studies argued
that retail brands are different from product brands (e.g., Ailawadi
and Keller (2004)), this study could be seen as a significant
contributor to the present knowledge of retail branding literature.
8. Theoretical and managerial implications
Our study has both theoretical and managerial implications.
This study has explored the direct and indirect (through retailer
loyalty) impacts of retailer awareness, retailer association, retailer
perceived quality on purchase intention. All the impacts are
positive and significant. Interestingly, this study found that the
extent of indirect impacts are greater than the direct ones. These
findings contribute significantly to retail branding and consumer
behavior theory as such linkages have not been explored earlier in
Indian food retail branding context. The study also established the
mediating role of retailer loyalty in the linkages between retailer
awareness, retailer association, retailer perceived quality and
purchase intention. Based on the stronger mediating effect of
retailer loyalty, we argue that intent to purchase a product/service
can be best encouraged through retailer loyalty rather just the
direct influences of retailer awareness, retailer association and
retailer perceived quality. This is another significant contribution
to the retail consumer behavior theory. In investigating the direct
and indirect (through retailer loyalty) impacts of retailer aware-
ness, retailer association and retailer perceived quality on pur-
chase intention, we have found four antecedents of purchase
intention namely retailer awareness, retailer association, retailer
perceived quality and retailer loyalty. So, far, studies have identi-
fied studies have found product’s extrinsic cues like price, brand,
advertising, as various antecedents of purchase intention. How-
ever, arguably, our study is the first to identify retailer awareness,
retailer association, retailer perceived quality and retailer loyalty
as antecedents of purchase intention. Retail branding and con-
sumer behaviour theory can be enriched with these findings.
This study has several managerial implications too. Regarding the
hypotheses, H1–H6, this study has proved that retailer awareness,
retailer association, retailer perceived quality have positive impacts
on retailer loyalty and purchase intention. Thus, higher the retailer
awareness, retailer association and retailer perceived quality are,
higher the tendency to be loyalty with and to purchase from the
retailers. Thus, this study provides sets of antecedents of store loyalty
and purchase intention. Both store loyalty and purchase intention
have significant impacts on profitability and sustainability of retailers.
However, retailers do not have direct control on customer purchase
intention and commitment (loyalty). But our study shows purchase
intention and loyalty can be controlled indirectly through retailer
awareness, retailer association and retailer perceived quality. Several
marketing activities like advertisements, pricing, and store layout
build the retail brand awareness, association and perceive quality.
These marketing activities are retailers’ controllable variables. Control
of these variables mean control of brand awareness, brand associa-
tion and perceived quality. Thus, through controlling retail brand
awareness, association and perceived quality, the purchase intention
and loyalty can be controlled.
The last hypothesis H7 confirms that retailer loyalty positively
influences purchase intention from a retailer. Retailer loyalty is the
customers’ commitment towards the retailers which is the will-
ingness to keep or maintain a high quality relationship. Having
high rate of loyal customers, retailers can gain competitive advantages
through higher price pay willingness and less price sensitivity. A loyal
customer spreads positive word of mouth, participate in repeat
purchase, and are willing to pay higher price (Zeithaml et al., 1996).
Purchase intention can ultimately result in actual purchase behavior
(Luo et al., 2011). Understanding of loyalty and purchase intention
helps companies better manage customer relationship management
for creating long-term investment and profitability. In addition,
thorough understanding of the factors influencing loyalty and pur-
chase intention could help retailer to formulate and implement
several marketing strategies like segmentation and positing. In this
regard, our study may be proved useful as it explored the factors
influencing retailer loyalty and purchase intention.
Our study has found direct positive impacts of retailer aware-
ness, retailer association, retailer perceived quality and retailer
loyalty on purchase intention. Purchase intention is the most
important predictor of consumer purchase behaviour (Morwitz
and Schmittlein, 1992). Inside physical shops, information from
products/services and salespersons’ service quality have impacts
on purchase intentions. Our study provided another set of factors
which have impacts on purchase intention. This study also found
the indirect impacts, through retailer loyalty, of retailer awareness,
retailer association, retailer perceived quality on purchase inten-
tion. Interestingly, we have seen that the indirect impacts are
higher than the direct ones. This provides a ready reference for the
retailers to formulate and implement their purchase intention
strategy, the foundation of actual purchase behaviour.
In summary, this study provides the antecedents of two most
important marketing activities namely purchase intention and store
loyalty. In emerging economy like Indian market, store loyalty and
purchase intention are the key to succeed and survive. Due to the
attractive economic growth and relaxation in foreign direct invest-
ment in retail sector, many international players are entering into
Indian market. Every retailer wants to enhance their customer base.
In this regard, our study suggests the retailers that customers base
can be enhanced through proper management of brand awareness,
brand associations and perceived quality of their brands.
9. Limitations and future studies
This study has several limitations. This study has focused only
on one retail segment, i.e., food and on one city, Kolkata. So,
further testing across other retail segment (i.e., non-food) and
different geographical regions is required before any generations
of these results can be undertaken. We examined the impacts of
retailer awareness, retailer association, retailer perceived quality
and retailer loyalty on purchase intention. Several other variables
like social influence (Vigneron and Johnson, 1999; Wiedmann
et al., 2009) behavior of the retailers/sales persons can influence
purchase intention. We invite future researchers to focus on this
aspect. Shopping behaviour could vary across gender (Das, 2013a).
Thus, we invite future research investigating how these linkages
vary from male to female shoppers.
Appendix A
Measures
Retailer awareness (AW)
 Some characteristics of the store come to my mind quickly (AW1).
 I am aware of the store (AW2).
 I can recognize the store among other stores (AW3).
Retailer association (AS)
 The store offers very good store atmosphere (AS1).
 G. Das / Journal of Retailing and Consumer Services 21 (2014) 284–292 291

 The store offers very convenient facilities (AS2). Das, Gopal, 2013b. Linkages of retailer personality, perceived quality and purchase
 The store offers very good customer service (AS3). intention with store loyalty: a study of Indian non-food retailing. J. Retailing
 The store offers very good variety of products (AS4).
Consumer Serv. http://dx.doi.org/10.1016/j.jretconser.2013.11.001i
Dick, A.S., Basu, K., 1994. Customer loyalty: toward an integrated conceptual
 The store offers very good after sales service (AS5). framework. J. Acad. Marketing Sci. 22 (2), 99–113.
Dennis, C., Andrew, Newman., Richard, Michon., J., Josko, Brakus., Len, TiuWright,
2010. The mediating effects of perception and emotion: digital signage in mall
Retailer perceived quality (PQ) atmospherics. J. Retailing Consumer Serv. 17, 205–215.
Dodds, W.B., Monroe, K.B., Grewal, D., 1991. Effect of price, brand and store
 The store offers products of very good quality (PQ1). information on buyers’ product evaluation. J. Marketing Res. 28 (3), 307–319.
 The store offer products of consistent quality (PQ2).
Dillon, W.R., Madden, T.J., Kirmani, A., Mukherjee, S., 2001. Understanding what’s in
a brand rating: a model for assessing brand and attribute effects and their
 The store offers very reliable products (PQ3). relationship to brand equity. J. Marketing Res. 38 (4), 415–429.
 The store offers products with excellent features (PQ4). Dawar, N., Parker, P., 1994. Marketing universals: consumers’ use of brand name,
price, physical appearance, and retailer reputation as signals of product quality.
J. Marketing 58 (2), 81–95.
Retailer loyalty (RL) Fournier, S., 1998. Consumers and their brands: developing relationship theory in
consumer research. J. Cons. Res. 24 (4), 343–373.
 I consider myself loyal to the store (RL1). Fornell, C., Larker, D.F., 1981. Evaluating structural equation models with unobser-
vable variables and measurement error. J. Marketing Res. 18 (3), 39–50.
 I will not buy products from other retailers, if I can buy the Farquhar, P.H., Herr, P.M., 1993. The dual structure of brand associations. In: Aaker,
same item at the store (L2). D.A., Biel, A. (Eds.), Brand Equity & Advertising: Advertising’s Role in Building
 The store would be my first choice (RL3). Strong Brands. Hillsdale, NJ: Erlbaum, pp. 263–277.
Garton, P.A., 1995. Store loyal? A view of ‘differential congruence’. Int. J. Retail
Distrib. Manage. 23 (12), 29–35.
Purchase intention (PI) Grewal, D., Krishnan, R., Baker, J., Borin, N., 1998. The effect of store name, brand
name, and price discounts on consumer’s evaluations and purchase intentions.
J. Retailing 74 (3), 331–352.
 I will shop from the store in the near future (PI1). Grewal, D., Levy, M., Lehmann, D.R., 2004. Retail Branding and Customer Loyalty: an
 Whenever I need to buy something, it is very likely that I will overview. J. Retailing 80 (4), ix–xii.
Gladden, J.M., Funk, D.C., 2001. Understanding brand loyalty in professional sport:
purchase from the store (PI2). examining the link between brand associations and brand loyalty. Int. J. Sports
Marketing Sponsorship 3 (1), 67–94.
Hoyer, W.D., Brown, S.P., 1990. Effects of brand awareness on choice for a common,
repeat purchase product. J. Cons. Res. 17 (2), 141–148.
References
Halepete, J., Iyer, K.V.S., 2008. Multidimensional investigation of apparel retailing in
India. Int. J. Retail Distrib. Manage. 36 (9), 676–688.
Aaker, D., 1990. Brand Extensions: The Good, the Bad and the Ugly. Sloan Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., Tatham, R.L., 2008. Multivariate
Management Review 1990 4, 47–56. Data Analysis, sixth ed. Pearson Education, India.
Aaker, D.A., 1991. Managing Brand Equity. The Free Press, New York, NY. Hartman, K.B., Spiro, R.L., 2005. Recapturing store image in customer-based store
Aaker, D.A., 1996a. Building Strong Brands. The Free Press, New York. equity: a construct conceptualization. J. Bus. Res. 58 (8), 1112–1120.
Ailawadi, K.L., Keller, K.L., 2004. Understanding retail branding: conceptual insights Hennig-Thurau, T., Gwinner, K.P., Gremler, D.D., 2002. Understanding relationship
and research priorities. J. Retailing 80 (4), 331–342. marketing outcomes: an integration of relational benefits and relationship
Aaker, D., Joachimsthaler, E., 2000. Brand Leadership. The Free Press, New York, NY. quality. J. Serv. Res. 5, 230–247 (February).
Aaker, D.A., 1996b. Measuring brand equity across products and markets. Calif. Joreskog, K.G., Sorbom, D. 1993. LISREL 8 user’s Reference Guide. Mooreseville, IN:
Manage. Rev. 38 (3), 102–120. Scientific Software.
Aaker, J.L., Vero´nica, B., Garolera, J., 2001. Consumption symbols as carriers of Jacoby, J., Chestnut, R.W., 1978. Brand Loyalty: Measurement and Management.
culture: a study of Japanese and Spanish brand personality constructs. J. Pers. John Wiley & Sons, New York, NY.
Soc. Psychol. 81 (3), 492–508. Keller, K.L., 1993. Conceptualizing, measuring and managing customer-based brand
Arnett, D.B., Laverie, D.A., Meiers, A., 2003. Developing parsimonious retailer equity equity. J. Marketing 57 (1), 1–22.
indexes using partial least squares analysis: a method and applications. Kearney report. 2012. Retail Global Expansion: A Portfolio of Opportunities.
J. Retailing 79 (3), 161–170. Available at,www.atkearney.com/index.php/Publications/retail-global-expan-
Assael, H. 1998. Consumer Behavior and Marketing Action, sixth ed. Cincinnati, sion-a-portfolio- fopportunities2011- global-retail-development-index.html
Ohio: South-Western. (accessed 25th November 2013).
Aydin, Ö zer, 2005. The analysis of antecedents of customer loyalty in the Turkish Kearney report, 2013. Consumer Products and Retail. Available at, 〈http://www.
mobile telecommunication market. Eur. J. Marketing 39 (7/8), 910–925. atkearney.com/consumer-products-retail/global-retail-development-index/
Babin, B.J., Darden, W.R., Griffin, M., 1994. Work and/or fun—measuring hedonic full-report/-/asset_publisher/oPFrGkbIkz0Q/content/2013-global-retail-develop
and utilitarian shopping value. J. Cons. Res. 20 (4), 644–656. ment-index/10192〉 (assessed, 10th December, 2013).
Barrett, P., 2007. Structural equation modeling: adjudging model fit. Pers. Individ. Keller, K.L., 1998. Strategic Brand Management: Building, Measuring, and Managing
Dif. 42 (5), 815–824. Brand Equity, first ed. Prentice Hall, Upper Saddle River, NJ.
Bagozzi, R.P., Yi, Y., 1988. On the evaluation of structural equation models. J. Acad. Keller, K.L., 2003. Strategic Brand Management: Building, Measuring, and Managing
Marketing Sci. 16 (1), 74–94. Brand Equity, second ed. Prentice Hall, New York, NY.
Bolton, Ruth N., 1998. A dynamic model of the duration of the customer’s Kotler, P., 1984. Marketing Management: Analysis, Planning, and Control, fifth ed.
relationship with a continuous service provider: the role of satisfaction. Prentice-Hall, Englewood Cliffs, NJ.
Marketing Sci. 17 (1), 45–65. Luo, M.M., Chen, J-S., Chin, R.K.H., Liu, C-C., 2011. An examination of the effects of
Boulding, W., Karla, A., Staelin, R., Zeithaml, V.A., 1993. A dynamic process model of virtual experiential marketing on online customer intentions and loyalty. Serv.
service quality: from expectations to behavioral intentions. J. Marketing Res. 30, Ind. J. 31 (13), 2163–2191.
7–27. Laurent, G., Kapferer, J.N., Roussel, F., 1995. The underlying structure of brand
Browne, M.W., MacCallum, R.C., Kim, C.T., Andersen, B.L., Glaser, R., 2002. When fit awareness scores. Marketing Sci. 14 (3), G170–G179 (Part 2).
indices and residuals are incompatible. Psychological Methods 7, 403–421. MacCallum, R.C., Browne, M.W., Sugawara, H.M., 1996. Power analysis and deter-
Byrne, B.M., 2010. Structural Equation Modeling with AMOS, second ed. Taylor & mination of sample size for covariance structure modeling. Psychol. Methods
Francis Group, New York, London, Routledge. 1 (2), 130–149.
Cronin, J., Taylor, S., 1992. Measuring service quality: a re-examination and Moller, J., Herm, S., 2013. Shaping retail brand personality perceptions by bodily
extension. J. Marketing 56, 55–58. experiences. J. Retailing 89 (4), 438–446.
Das, G., Datta, B., Guin, K.K., 2012a. Impact of retailer personality on consumer- Monroe, K.B., Krishman, R., 1985. In: Jacoby, J., Olson, J. (Eds.), The effects of price on
based retailer equity: an empirical study of retail brand. Asia Pacific J. Market- subjective product evaluations. In perceived qualityLexington Books, Lexington,
ing Logist. 24 (4), 619–639. MA., pp. 209–232
Das, G., Datta, B., Guin, K.K., 2012b. From brands in general to retail brands: Mittal, V., Ross , W., Baldasare, P., 1998. The asymmetric impact of negative and
a review and future agenda for future agenda for brand personality measure- positive attribute-level performance on overall satisfaction and repurchase
ment. Marketing Rev. 12 (1), 91–106. intentions. J. Marketing 62 (1), 33–47.
Das, G., Datta, B., Guin, K.K., 2013. Impact of store personality antecedents on store Morwitz, V.G., Schmittlein, D., 1992. Using segmentation to improve sales forecasts
personality dimensions: an empirical study of department retail brands. Global based on purchase intent: which “intenders” actually buy? J. Marketing Res. 29
Bus. Rev. 14 (3), 471–486. (4), 391–405.
Das, Gopal, 2013a. Impacts of retail brand personality and self-congruity on store Marsh, H.W., Hocevar, D., 1985. Application of confirmatory factor analysis to the
loyalty: the moderating role of gender. J. Retailing Consumer Serv. 21 (2), study of self- concept: first- and higher-order factor models and their
130–138. invariance across groups. Psychol. Bull. 97 (3), 562–582.
292 G. Das / Journal of Retailing and Consumer Services 21 (2014) 284–292
Oliver, R.L., 1997. Satisfaction: A Behavioural Perspective on the Consumer.
McGraw–Hill, New York.
Oliver, Richard L., 1999. Whence consumer loyalty? J. Marketing 63, 33–44.
O’Cass, A., Lim, K., 2001. The influence of brand associations on brand preference
and purchase intention: an Asian perspective on brand associations. J. Int.
Consum. Marketing 14 (2/3), 41–71.
Pappu, R., Quester, P., 2006. A consumer-based method for retailer equity
measurement: results of an empirical study. J. Retailing Consumer Serv.
13 (4), 317–329.
Pappu, R., Quester, P., 2008. Does brand equity vary between department stores and
clothing stores? Results of an empirical investigation. J. Prod. Brand Manage.
17 (7), 425–435.
Parasuraman, A., Zeithaml, V., Berry, L., 1996. The behavioral consequences of
service quality. J. Marketing 60, 31–46.
Percy, Rossiter, 1992. A model of brand awareness and brand attitude advertising
strategies. Psychol. Marketing 9 (4), 263–274.
Richardson, P.S., Dick, A.S., Jain, A.K., 1994. Extrinsic and intrinsic cue effects on
perceptions of store brand quality. J. Marketing 58 (4), 28–36.
Romaniuk, J., Gaillard, E., 2007. The relationship between unique brand associa-
tions, brand usage and brand performance: analysis across eight categories.
J. Marketing Manage. 23 (3–4), 267–284.
Sengupta, A., 2008. Emergence of modern Indian retail: an historical perspective.
Int. J. Retail Distrib. Manage. 36 (9), 689–700.
Sweeny, J.C., Soutar, G.N., Johnson, L.W., 1999. The role of perceived risk in the
quality–value relationship: a study in a retail environment. J. Retailing 75,
77–105.
Summers, T.A., Belleau, B.D., Xu, Y., 2006. Predicting purchase intention of a
controversial luxury apparel product. J. Fash. Marketing Manage. 10 (4),
405–419.
Schiffman, L.G., Kanuk, L.L., 2000. Consumer Behaviour, fifth ed. Prentice–Hall,
Upper Saddle River, NJ.
Selnes, 1993. An examination of the effect of product performance on brand
reputation, satisfaction and loyalty. Eur. J. Marketing 27 (9), 19–35.
Singh, Ramendra., Das, Gopal, 2013. Impact of job satisfaction, adaptive selling,
customer orientation on salesperson’s performance: moderating role of experi-
ence. J. Bus. Ind. Marketing 28 (7), 554–564.
Shukla, P., 2009. Impact of contextual factors, brand loyalty and brand switching on
purchase decisions. J Consum. Marketing 26/5, 348–357.
Teng, L., Laroche, M., Zhu, H., 2007. The effects of multiple-ads and multiple-brands
on consumer attitude and purchase behavior. J Consum. Marketing 24 (1),
27–35.
Turley, Moore, 1995. Brand name strategies in the service sector. J Consum.
Marketing 12 (4), 42–50.
Tata Strategic Management Group (TSMG), 2013, Food Retailing in India: Challenges
and Trends, Available at, 〈http://www.tsmg.com/download/article/Food%
20Retailing%20Article%20-%20Food%20Processing%20Magazine.pdf〉 (assessed
on 10th December, 2013).
Willems, K., Swinner, G., Janssens, W., Brengman, M., 2011. Fashion Store Person-
ality: scale Development and Relation to Self-Congruity Theory. J. Global Fash.
Marketing 2 (2), 55–65.
Wallace, David W., Joan, L.G., Jean, L. Johnson, 2004. Customer retailer loyalty in the
context of multiple channel strategies. J. Retailing 80 (4), 249–263.
Vigneron, F., Johnson, L.W., 1999. A review and a conceptual framework of prestige
seeking consumer behavior. Acad. Marketing Sci. Rev. 99 (1), 1–15.
Wiedmann, K-P., Hennigs, N., Siebels, A., 2009. Value-based segmentation of luxury
consumption behavior. Psychol. Marketing 26 (7), 625–651.
Yoo, B., Donthu, N., 2001. Developing and validating a multidimensional consumer
based brand equity scale. J. Bus. Res. 52 (1), 1–14.
Yoo, B., Donthu, N., 2002. Testing cross-cultural invariance of the brand equity
creation process. J. Prod. Brand Manage. 11 (6), 380–398.
Zeithaml, V.A., Berry, L.L., Parasuraman, A., 1996. The behavioral consequences of
service quality. J. Marketing 60, 31–46 (April).
Zeithaml, V.A., 1988. Consumer perceptions of price, quality and value: a means-
end model and synthesis of evidence. J. Marketing 52, 2–22.
Zentes, J., Morschett, D., Schramm-Klein, H., 2008. Brand personality of retailers-an
analysis of its applicability and its effect in store loyalty. The international
journal of review of retail distribution and consumer research 18 (2), 167–184.