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Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores

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  • Graciola, Ana Paula
  • De Toni, Deonir
  • Milan, Gabriel Sperandio
  • Eberle, Luciene

Abstract

This paper addresses how different store formats moderate the relationship between store image and purchase intention, mediated by brand awareness and perceived value. Questionnaire data was collected through face-to-face interviews with retail customers on the streets of a city in southern Brazil. Hypotheses testing were performed using the partial least squares structural equation modeling, supported by Smart-PLS and the Bootstrapping procedure run in the Process software. The model's sample included 298 retail customers for each store format (supermarket and mini-market). Results showed that store image positively impacted customer purchase intentions and the mediators, perceived value and brand awareness, which had a distinct effect on the direct relation of store image and purchase intention. Store format presented moderation effects on the relation between store image and brand awareness for both store formats: the higher the perception of store image, the greater the consumer's brand awareness. However, store format did not present a moderating effect on the relationship between brand awareness and purchase intention. Store image was found to be an important independent construct that improves brand awareness and increases perceived value. The number of mini-markets in Brazil is increasing, indicating that they are supplying a need unmet by supermarkets. The study design's implementation in the city streets, respondents were requested to imagine store image, which may have affected some of the parameters. The model integrated store image as an important construct influencing purchase behavior and this study presented a mediated-moderated model with managerial implications.

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  • Graciola, Ana Paula & De Toni, Deonir & Milan, Gabriel Sperandio & Eberle, Luciene, 2020. "Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919308793
    DOI: 10.1016/j.jretconser.2020.102117
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    5. Umesh Ramchandra Raut & Prafulla Arjun Pawar, 2023. "Analysis of Hedonic and Utilitarian Consumer Values Affecting the Retail Store Image in India," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 129-143.
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    7. Kim, Kyuree & Chung, Te-Lin (Doreen) & Fiore, Ann Marie, 2023. "The role of interactivity from Instagram advertisements in shaping young female fashion consumers’ perceived value and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    8. Pei-Hsuan Tsai & Chih-Jou Chen & Jia-Wei Tang, 2021. "Key Factors Influencing Talent Retention and Turnover in Convenience Stores: A Comparison of Managers’ and Employees’ Perspectives," SAGE Open, , vol. 11(4), pages 21582440211, December.
    9. Long Kim & Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Teerasak Jindabot & Vikas Kumar, 2023. "Why Do Customers Want to Buy COVID-19 Medicines? Evidence from Thai Citizens," IJERPH, MDPI, vol. 20(6), pages 1-14, March.
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    14. Tshepo Tlapana, 2021. "The Impact of Store Layout on Consumer Buying Behaviour: A Case of Convenience Stores from a Selected Township in Kwazulu Natal," International Review of Management and Marketing, Econjournals, vol. 11(5), pages 1-6.
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    16. Elif Taşkın & Zehra Bozbay, 2023. "The Role of Store Environment Cues on Store Personality and Store Image," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 23-40.

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