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

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  • Leischnig, Alexander
  • Schwertfeger, Marko
  • Geigenmüller, Anja

Abstract

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.

Suggested Citation

  • Leischnig, Alexander & Schwertfeger, Marko & Geigenmüller, Anja, 2011. "Shopping events, shopping enjoyment, and consumers’ attitudes toward retail brands—An empirical examination," Journal of Retailing and Consumer Services, Elsevier, vol. 18(3), pages 218-223.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:3:p:218-223
    DOI: 10.1016/j.jretconser.2010.11.002
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    References listed on IDEAS

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    Cited by:

    1. Ladhari, Riadh & Souiden, Nizar & Dufour, Béatrice, 2017. "The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 10-18.
    2. Haas, Alexander & Kenning, Peter, 2014. "Utilitarian and Hedonic Motivators of Shoppers’ Decision to Consult with Salespeople," Journal of Retailing, Elsevier, vol. 90(3), pages 428-441.
    3. Foster, Jamye & McLelland, Melinda A., 2015. "Retail atmospherics: The impact of a brand dictated theme," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 195-205.
    4. Sands, Sean & Oppewal, Harmen & Beverland, Michael, 2015. "How in-store educational and entertaining events influence shopper satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 9-20.
    5. Dion, Delphine & Arnould, Eric, 2011. "Retail Luxury Strategy: Assembling Charisma through Art and Magic," Journal of Retailing, Elsevier, vol. 87(4), pages 502-520.

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