کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029231 | 942611 | 2011 | 6 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Shopping events, shopping enjoyment, and consumers’ attitudes toward retail brands—An empirical examination
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
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چکیده انگلیسی
Retailers increasingly use events in order to provide customers with a unique shopping experience and differentiate from competitors. This study investigates the impact of retailer events on customers’ attitudes toward the retail brand. More specifically, the authors develop and empirically test a model of event image, event satisfaction, shopping enjoyment, and retail brand attitudes using structural equation modeling. The findings of this study show that an event’s image influences customers’ shopping enjoyment which in turn affects (1) customers’ satisfaction with an event and (2) attitudes toward the retail brand. Implications of the study are discussed for researchers and managers.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 18, Issue 3, May 2011, Pages 218–223
Journal: Journal of Retailing and Consumer Services - Volume 18, Issue 3, May 2011, Pages 218–223
نویسندگان
Alexander Leischnig, Marko Schwertfeger, Anja Geigenmüller,