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Tourists' purchase intentions: impact of franchise brand awareness

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  • Yi Hsin Lin
  • Feng Jyh Lin
  • Chris Ryan

Abstract

This study examines how an intention on the part of tourists to purchase items for daily use is determined by their awareness of franchise-branded stores, the image of those brands, and the perceived risk of purchase from non-franchised stores within Taiwan. In that country franchised chains are an important component of the retail mix, and their presence in tourist destinations can influence shopping patterns. The results indicate that positive relationships exist between intentions to purchase items from franchise convenience stores and perceived risk of buying from unfamiliar retail outlets. Equally familiarity with the destination acts as a moderating variable, and this variable facilitates higher patronage of non-franchised stores by tourists. The results indicate a general preference for purchases from well-established franchised outlets than locally independent owned stores. Managerial implications for both types of stores in tourist zones are discussed.

Suggested Citation

  • Yi Hsin Lin & Feng Jyh Lin & Chris Ryan, 2014. "Tourists' purchase intentions: impact of franchise brand awareness," The Service Industries Journal, Taylor & Francis Journals, vol. 34(9-10), pages 811-827, July.
    • Handle: RePEc:taf:servic:v:34:y:2014:i:9-10:p:811-827
    DOI: 10.1080/02642069.2014.905919
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    Cited by:

    1. Chandan A. Chavadi & Monika Sirothiya & Sindhu R. Menon & Vishwanatha M R, 2023. "Modelling the Effects of Social Media–based Brand Communities on Brand Trust, Brand Equity and Consumer Response," Vikalpa: The Journal for Decision Makers, , vol. 48(2), pages 114-141, June.
    2. José Valverde-Roda & Miguel Ángel Solano-Sánchez & Minerva Aguilar-Rivero & Gema Gomez-Casero, 2021. "Segmentation of Foreign Tourists Based on Emotional Perception—The Case of Granada, Spain," Land, MDPI, vol. 10(9), pages 1-16, September.
    3. Lin, Yi-Hsin & Lin, Feng-Jyh & Wang, Kuo-Hsiung, 2021. "The effect of social mission on service quality and brand image," Journal of Business Research, Elsevier, vol. 132(C), pages 744-752.
    4. Chi, Hsin-Kuang & Huang, Kuo-Chung & Nguyen, Huan Minh, 2020. "Elements of destination brand equity and destination familiarity regarding travel intention," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. Thalia Metta Halim & Kiattipoom Kiatkawsin, 2021. "Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions," Sustainability, MDPI, vol. 13(3), pages 1-19, January.

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