Shopping events, shopping enjoyment, and consumers’ attitudes toward retail brands—An empirical examination

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.