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Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework

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  • Badrinarayanan, Vishag
  • Becerra, Enrique P.

Abstract

Although branded store-within-stores are increasing in popularity in the retail environment, there has been limited systematic research on this phenomenon. This study develops and tests a theoretically grounded framework of the antecedents of shoppers' attitude toward store-within-stores and, subsequently, patronage intentions toward store-within-stores and the host retailer. Brand alignment, or the extent to which the brand featured in a store-within-store arrangement fits with the other brands carried by a host retailer, brand-related factors, and store-related factors are considered as antecedents of attitude toward the store-within-store. Based on the findings, implications are offered for academicians and practitioners. Future research directions for advancing knowledge on store-within-stores are also presented.

Suggested Citation

  • Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    • Handle: RePEc:eee:jbrese:v:105:y:2019:i:c:p:189-200
    DOI: 10.1016/j.jbusres.2019.08.007
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