Brand Relationships on Retailing: The Impact of Image on Behavioral Intentions of Consumers

Abstract

The electronics retail market has been growing in a remarkable way. On the other hand, the strong competition in retail and the fact that the same retailers sell products of similar brands and models, poses asignificant challenge for its differentiation. That's the purpose of this work, which aims at proposing a scale that measures these retailers' image, identifying the factors that impacted this image the most, as well as verifying the possible impacts of the image in the consumers' behavioral intentions. Thus, 48 detailed interviews and 4 discussion groups were carried out plus 490 questionnaires. After the scales were validated, a structural model was tested. It was observed that that the Instrumental elements, followed by the factors Products and Appearance/ Assistance in the Store were the ones that caused the biggest impact in the retailer's Image. On the other hand, the Image presented a high impact in the purchase intention and word of mouth communication, which is determinant for these retailers' performance in the market. The article contributes with the development of Image scale for Electronics' Retailers as well as in the evidence of the significant impacts of this image in the behavioral intentions. The image scale can also be applied by retailers in a managerial way as an image diagnosis and comparative measurement with competitors.

Investigating patient loyalty

“…The results of this research showed that image positively influences patient loyalty. This finding supports the previous researches, such as Ryu et al (2012); Brandão et al (2011); Meng et al (2011) and Sumaedi et al (2014c). Hence, it can be stated that any increase in the image of healthcare service institution will result in the increase of patient loyalty.…”

“…Chen and Tsai (2007) confirmed the positive impact of image on loyalty. The finding is also supported by other researchers, such as Ryu et al (2012); Brandão et al (2011); Meng et al (2011) and Sumaedi et al (2014c). Hence, it is expected that the similar condition is also found in the healthcare service context.…”

The integrated model of theory planned behavior, value, and image for explaining public transport passengers’ intention to reuse

“…On other contexts than public transport services, some researchers have found the positive impact of image on a construct relates with intention to reuse, namely customer loyalty (e.g. Chen and Tsai, 2007;Ryu et al, 2012;Brandao et al, 2011;Meng et al, 2011). On the context of public transport services, Sumaedi et al (2014a) have tested the impact of image on public transport passengers' behavioral intention, which is a construct that relates with intention to reuse.…”