The relation between clothing retail image and the loyalty of the generation Y’s consumers
DOI:
https://doi.org/10.19094/contextus.v16i1.1061Keywords:
Store Image. Loyalty. Retailing. Conceptual model of store image. Generation Y.Abstract
The generation Y is represented by adolescents and young adults that were born between 1980 and 2000. It is the wallet power generation, with estimated annual spending capacity of 200 billion dollars. In this scenario, the principal aim of this research is to identify the relationship between dimensions of the clothing retail image and the loyalty of the generation Y customers. The proposed framework was based on the literature review of store image and loyalty. The survey was applied to 394 generation Y’s consumers. The results indicated that the store image has an impact on the loyalty dimension. Among the dimensions of the image store, the following ones stood out: services, merchandise mix and store atmosphere.
References
ABDI - Agência Brasileira de Desenvolvimento Industrial. Estudos setoriais de inovação - Indústria têxtil e de vestuário. Projeto: Estudo sobre como as empresas brasileiras nos diferentes setores industriais acumulam conhecimento para realizar inovação tecnológica. FUNDEP/UFMG. 2009. Disponível em: <http://www.sistemamodabrasil.com.br/Upload/Download/industria-textil-e-devestuario.pdf>. Acesso em: 11 mar. 2018.
ASSAEL, H. Consumer behavior and marketing action. 4. ed. Boston: PWS-Kent Publishing, 1992.
ANDERSON, E.W.; WEITZ, B. Determinants of continuity in conventional industrial channel dyads. Marketing Science, v. 8, n. 4, p. 310-323, 1989.
BAGOZZI, R.P.; YI, Y. Specification, evaluation, and interpretation of structural equation models. Journal of the Academy of Marketing Science, v. 40, n. 1, p. 8-34, 2012.
BAKER, J.; GREWAL, D.; PARASURAMAN, A. The influence of store environment on quality inferences and store image, Journal of the Academy of Marketing Science, v. 22, n. 4, p. 328-339, 1994.
BAKER, J.; PARASURAMAN, A.; GREWAL, D.; VOSS, G. B. The influence of multiple store environment cues on perceived merchandise value and patronage intention. Journal of Marketing, v. 66, n. 4, p. 120-144, 2002.
BEARDEN, W. O.; NETEMEYER, R. G.; HAWS, K. L. Handbook of marketing scales: multi-item measures for marketing and consumer behavior research. 3. ed. Thousand Oaks: Sage Publications, 2011.
BENNETT, R.; RUNDLE-THIELE, S. A comparison of attitudinal loyalty measurement approaches. Brand Management, v. 9, n. 3, p. 193-209, 2002.
BERISTAIN, J.J.; ZONILLA, P. The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets. Journal of Retailing and Consumer Services, v. 18, n. 6, p. 562-574, 2011.
BITNER, M.J. Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing, v. 56, n. 2, p. 57-71, 1992.
BLOEMER, J.; RUYTER, K. On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, v. 32, n. 5/6, p. 499-513, 1998.
BOULDING, K. E. The Image: Knowledge in life and society. 6. ed. Ann Harbor: University of Michigan, 1968.
BORGES, A.; BABIN, B.J.; SPIELMANN, N. Gender orientation and retail atmosphere: effects on value perception. International Journal of Retail & Distribution Management, v. 41, n. 7, p. 496-511, 2013.
BRADY, M.K.; CRONIN, J.J.; BRAND, R.R. Performance-only measurement of service quality: a replication and extension. Journal of Business Research, v. 55, n. 1, p. 17-31, 2002.
CARRILLAT, F.A.; JARIMILLO, F.; MULKI, J.P. Examining the impact of service quality: a meta-analysis of empirical evidence. Journal of Marketing Theory and practice, v. 17, n. 2, p. 95-110, 2009.
CHANG, C.; TU, C. Exploring store image, customer satisfaction and customer loyalty relationship: Evidence from Taiwanese hypermarket industry. The Journal of American Academy of Business, v. 7, n. 2, p. 197-202, 2005.
CHANG, J.; TRAVAGLIONE, A.; O’NEILL, G. How can gender signal employee qualities in retailing? Journal of Retailing and Consumer Services, v. 27, p. 24-30, 2015.
COLLINS-DODD, C.; LINDLEY, T. Store brand and retail differentiation: the influence of store image and store brand attitude on own store brand perception. Journal of Retailing and Consumer Services, v. 10, n. 6, p. 345-352, 2003.
CRONIN, J.J.; TAYLOR, S.A. Measuring service quality: a re-examination and extension. Journal of Marketing, v.56, n.3, p.55-68, 1992.
DE TONI, D.; LARENTIS, F.; MATTIA, A. A.; GILIOLI, R. M.; MILAN, G. S. Consumo Consciente e seus Impactos sobre o Valor Percebido e Lealdade em Produtos Ecologicamente Corretos: Proposição e Teste de um Modelo Teórico. Revista Gestão Organizacional, v. 6, n. 2, p. 4-20, 2013.
DARDEN, W.R.; BABIN, B.J. Exploring the concept of affective quality: expanding the concept of retail personality. Journal of Business Research, v. 29, n. 2, p. 101-110, 1994.
DE WULF, K.; ODEKERKEN-SCHRÖDER, G.; LACOBUCCI, D. Investments in consumer relationships: a cross-country and cross-industry exploration. Journal of Marketing, v. 65, p. 33-50, 2001.
DJAMASBI, S.; SIEGEL, M.; TULLIS, T. Generation Y, web design, and eye tracking. International Journal of Human-Computer Studies, v. 68, n. 5, p. 307-323, 2010.
DO VALE, R.C.; MATOS, P.V.; CAIADO, J. The impact of private labels on consumer store loyalty: Na integrative perspective. Journal of Retailing and Consumer Services, v. 28, p. 179-188, 2016.
DU FRENE, D. D; ENGELLAND, B. T.; LEHMAN E PEARSON C. M, R. A. Changes in consumer attitudes resulting from participation in a permission e-mail campaign. Journal of Advertising Current Issues and Research, v. 27, n. 1, p. 65-77, 2005.
DU PREEZ, R.; VISSER E. M.; JANSE VAN NOORDWYK, H. S. Store Image: Toward a Conceptual Model – Part 1. SA Journal of Industrial Psychology, v. 34, n. 2, p. 50-58, 2006a.
DU PREEZ, R.; VISSER E. M.; JANSE VAN NOORDWYK, H. S. Store Image: Scale Development – Part 2. SA Journal of Industrial Psychology, v. 34, n. 2, p. 59-66, 2006b.
DU PREEZ, R.; VISSER E. M.; JANSE VAN NOORDWYK, H. S. Store Image: Toward a Conceptual Model – Part 3. SA Journal of Industrial Psychology, v. 34, n. 2, p. 69-78, 2006c.
ERDEM, O.; OUMLIL, A. B.; TUNCALP, S. Consumer values and the importance of store attributes. International Journal of Retailing and Distribution Management, v. 27, n. 4, p. 137-144, 1999.
ESPARTEL, L. B. O que é lealdade de clientes e quais os seus benefícios às empresas? In: Administração mercadológica: teoria e pesquisas. In: MILAN, G. S.; BRANCHI, N. V. L. (org.). Caxias do Sul: EDUCS, 2004, cap. 10, p. 223-243.
ESPARTEL, L. B. Um estudo longitudinal da lealdade do cliente e de seus antecedentes. 2005. 216 p. Tese (Doutorado em Administração). Escola de Administração, UFRGS, Porto Alegre, 2005.
FINK, A. How to conduct surveys: a step-by-step guide. 5. ed. Thousand Oaks: Sage Publications, 2013.
FORNELL, C.R. A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, v. 56, n. 1, p. 6-21, 1992.
FORNELL, C.R.; LARCKER, D.F. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, v. 18, n. 1, p. 39-50, 1981.
FOWLER JR., F. J. Survey research methods. 4. ed. Thousand Oaks: Sage Publications, 2009.
HAIR Jr., J. F. Multivariate data analysis. 7. ed. Upper Saddle River: Prentice Hall, 2010.
HU, H.; JASPER, C.R. Social cues in the store environment and their impact on store image. International Journal of Retail & Distribution management, v. 34, n. 1, p. 25-48, 2006.
HUDDLESTON, P.; FORD, I.; MAHONEY, M. The relationship between importance of retail store attributes and lifestyle of mature female Consumers. Journal of Consumer Studies and Home Economics, v. 14, n. 1, p. 71-85, 1990.
HYLLEGARD, K.; ECKMAN, M.; DESCALS, A. M.; BORJA, M. A. G. Spanish Consumers’ perception of US specialty apparel retailers’ products and services. Journal of Consumer Behaviour, v. 4, n. 5, p. 345-362, 2005.
IEMI (Instituto de Estudos e Marketing Industrial). Brasil têxtil: Relatório setorial da cadeia têxtil brasileira. Anual. v. 14, n. 14, ago. 2014, ex. 1. São Paulo, 2014.
IEMI (Instituto de Estudos e Marketing Industrial). Mercado de Vestuário e Têxtil: Desempenho Indústria e Varejo. Mar/Jun, 2016.
IEMI (Instituto de Estudos e Marketing Industrial). Indicadores: Volume de vendas do varejo de vestuário avançou 13,8% em novembro. Fev. 2018. Disponível em: < http://www.iemi.com.br/indicadores-volume-de-vendas-do-varejo-de-vestuario-avancou-138-em-novembro/>. Acesso em: 11 mar. 2018.
JAMES, D.L.; DURAND, R.M.; DREVES, R.A. The use of a multi-attributes attitudes model in a store image study. Journal of Retailing, v. 52, n. 2, p. 23-32, 1976.
JANSE VAN NOORDWYK, H.S. The development of a scale for the measurement of the perceived importance of the dimensions of apparel store image, 2008. Tese de Doutorado, UNIVERSIDADE DE STELLENBOSCH, Africa do Sul, 2008.
KENT, T. Management and perspectives on retail branding design. International Journal of Retail & Distribution Management, v. 31, n. 3, p. 131-142, 2003.
KIM, J. O.; JIN, B. Korean consumer’s patronage of discount stores: domestic versus multinational discount store shoppers profiles. Journal of Consumer Marketing, v. 18, n. 3, p. 236-255, 2001.
KINNEAR, T. C.; TAYLOR, J. R. Marketing research: An applied approach. 5. ed. New York: McGraw-Hill, 1996.
KLINE, R. B. Principles and Practice of Structural Equation Modeling. New York: The Guilford Press, 2011.
KUMAR, V.; SHAH, D. Building and Sustaining Profitable Customer Loyalty for the 21st Century. Journal of Retailing, v. 80, n. 4, p. 317-330, 2004.
LEWIS, B. R.; HAWKSLEY, A. W. Gaining a competitive advantage in fashion retailing. International Journal of Retail and Distribution Marketing, v. 18, n. 4, p. 21-32, 1990.
LIN, L-Z.; YEH, H-R. A means-end chain of fuzzy conceptualization to elicit consumer perception in store image. International Journal of Hospitality Management, v. 33, n. 1, p. 376-388, 2013.
MALHOTRA, N. K.; BIRKS, D.; WILLS, P. Marketing research: applied approach. 4. ed. New York: Pearson, 2012.
MARTINEAU, P. The personality of the retail store. Harvard Business Review, v. 36, n. 1, p. 47-55, 1958.
MARKWICK, N.; FILL, C. Towards a framework for managing corporate identity. Europe Journal of Marketing, v. 31, n. 5, p. 396-409, 1997.
MAY, E. G. Practical applications of recent retail image research. Journal of Retailing, v. 50, n. 4, p. 15-20, 1974.
NETEMEYER, R. G.; BEARDEN, W. O.; SHARMA, S. Scaling procedures: issues and applications. Thousand Oaks: Sage Publications, 2003.
NEWMAN, J.; PATEL, D. The marketing directions of two fashion retailers. European Journal of Marketing, v. 38, n. 7, p. 770-789, 2004.
NORTH, E. J.; DE VOS, R. B.; KOTZE, T. The importance of apparel product attributes for the females buyers. Journal of Family Ecology and Consumer Science, v. 31, p. 41-51, 2003.
OLIVER, R. L. Whence Consumer Loyalty? Journal of Marketing, v. 63, Special Issue, p. 33-44, 1999.
ORTH, U. R.; GREEN, M. T. Consumer loyalty to family versus non-family business: The roles of store image, trust and satisfaction. Journal of Retailing and Consumer Services, v. 16, n. 4, p. 248-259, 2009.
OSMAN, M. Z. The Conceptual model of retail image influences on loyalty patronage behavior. International Review of Retail, Distribution and Consumer Research, v. 3, n. 2, p. 133-148, 1993.
PIRIS, Y.; GUIBERT, N. Effects of intuitive judgments on consumer assortment evaluations. Journal of Consumer Marketing, v. 32, n. 3, p. 137-144, 2015.
PORTER, S.; CLAYCOMB, C. The influence of brand recognition on retail store image. Journal of Product and Brand Management, v. 6, n. 6, p. 373-387, 1997.
RATNATUNGA, J.; EWING, J. M. The brand value of integrated marketing capability communication (IMC). Journal of Advertising, v. 34, n. 4, p. 25-40, 2005.
REMLER, D. K.; VAN RYZIN, G. G. Research methods in practice: Strategies for description and causation. Thousand Oaks: Sage Publications, 2011.
RICHARDSON, P.; JAIN, A. K.; DICK, A. The influence of aesthetics on store evaluation of private label brands. Journal of Product and Brand Management, v. 5, n. 1, p. 19-28, 1996.
SEN, S.; BLOCK, L.G.; CHANDRAN, S. Window displays and consumer shopping Decisions. Journal of Retailing and Consumer Services, v. 9, n. 5, p. 277-291, 2002.
SIMONSON, I. Determinants of customers’ responses to customized offers: conceptual framework and research propositions. Journal of Marketing, v. 69, n. 1, p. 32-45, 2005.
SIRGY, M.J.; SAMLI, A.C. A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of the Academy of Marketing Science, v. 13, n. 3, p. 265-291, 1985.
SIROHI, N.; McLAUGHLIN, E.W.; WITTINK, D.R. A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, v. 74, n. 2, p. 223-245, 1998.
SOBEL, M. Asymptotic intervals for indirect effects in structural equations models. In: Leinhart, S. (Ed.). Sociological methodology. San Francisco: Jossey-Bass, 1982, p. 290-312.
STERN, B.; ZINKHAN, G.; JAJU, A. A marketing images: construct definition, measurement issue, and theory development. Marketing Theory, v. 1, n. 2, p. 201-224, 2001.
SZYMANSKI, D.M.; HENARD, D.H. Customer satisfaction: a meta-analysis of the empirical evidence. Journal of the academy of marketing science, v. 29, n. 1, p. 16-35, 2001.
TAPSCOTT, D. Geração digital: a crescente e irreversível ascensão da geração Net. São Paulo: Makron Books, 1999.
TAPSCOTT, D.; WILLIAMS, A. Wikinomics: como a colaboração em massa pode mudar o seu negócio. Rio de Janeiro: Nova Fronteira, 2007.
TAYLOR, S.L.; CONSENZA, R.M. Profiling later aged female teens: mall shopping behavior and clothing choice, Journal of Consumer Marketing, v. 19, n. 5, p. 393-408, 2002.
TELLER, C.; KOTZAB, H.; GRANT, D.B. The consumer direct services revolution in grocery retailing: An exploratory investigation. Managing Service Quality, v. 16, n. 1, p. 78-96, 2006.
TERBLANCHÉ, N. S.; BOSHOFF, C. The generic instrument to measure customer satisfaction with the controllable elements in-store shopping experience. South African Journal of Business Management, v. 3, n. 3, p. 1-15, 2006.
THANG, D. C. L.; TAN, B. L. Linking consumer perception to preference of retail stress: an empirical assessment of the multi-attributes of store image. Journal of Retailing Consumer Services, v. 10, n. 7, p. 193-201, 2003.
VALENTINE, D.B.; POWERS, T.L. Generation Y values and lifestyle segments. Journal of Consumer Marketing, v. 30, n. 7, p. 597-606, 2013.
VARLEY, R. Store Image as the key differentiator. European Retail Digest, v. 46, p. 18-21, Summer 2005.
VISSER, E. M.; DU PREEZ, R.; JANSE VAN NOORDWYK, H. S. Importance of apparel store image attributes: Perceptions of female consumers. Marketing Dynamics, v. 32, n. 3, p. 49-62, 2006.
WANG, L. C.; CHANG, L. H.; WYSONG, S. An empirical investigation of the influence of optimum stimulation levels in retailing. International Journal of Retail & Distribution Management, v. 40, n. 1, p. 6-20, 2012.
WATERS, J. Young, with tons of purchasing power. Market Watch, The Wall Street Journal Digital Network, Chicago, 2006.
YOO, B.; DONTHU, N. Developing and validating multidimensional consumer-based brand equity scale. Journal of Business Research, v. 52, n. 1, p. 1-14, 2001.
YOO, B.; DONTHU, N.; LEE, S. An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, v. 28, n. 2, p. 195-211, 2000.
YOON, S.-J.; SIMONSON, I. Choice set configuration as a determinant of preference attribution and strength. Journal of Consumer Research, v. 35, n. 2, p. 324-336, 2008.
ZEITHAML, V.A.; BERRY, I.I.; PARASURAMAN, A. The behavioral consequences of service quality. Journal of marketing, v. 60, n. 2, p. 31-46, 1996.
Downloads
Additional Files
Published
How to Cite
Issue
Section
License
The authors, while doing the submission, accept the notice below:
We authors hold the copyright related to our paper and transfer Contextus journal the right for the first publication with a Creative Commons’ international license of the modality Attribution – Non-commercial 4.0, which in turn allows the paper to be shared providing that both the authorship and the journal’s right for initial release are acknowledged.
Furthermore, we are aware of our permission to take part in additional contracts independently for non-exclusive distribution of the version of our work published in this journal (e.g. publishing it in an institutional repository or as a book chapter), while acknowledging both the authorship and the journal’s initial publication.
We also certify that the paper is original and up to this date has not been released in any other journal, Brazilian or of another nationality, either in Portuguese or another language, as well as it has not been sent for simultaneous publication in other journals.
Last, we not only know that plagiarism is not tolerated by Contextus but also certify the paper presents the sources of passages from cited works, including those authored by ourselves.
3.png)
1.jpg)
1.jpg){kind=small}
1.jpg)
1.jpg)
.jpg)
1.jpg)
1.jpg)
1.jpg)
1.jpg)
1.jpg)
2.png)
1.jpg)
2.jpg)
1.jpg)
1.jpg)
1.jpg)
1.jpg)
