“…Numerous factors influence consumer store preference, including demographic variables (Bansal & Gupta, 2021; Mehra & Shakeel, 2016), perceived risk (Maziriri & Mokoena, 2016; Rossetti et al, 2022), marketing initiatives (Lindquist & Sirgy, 2006), store image (Lee et al, 2010; Thompson & Chen, 1998), as well as personal values (De Ferran & Grunert, 2007; Haridasan & Fernando, 2018). Specifically, a consumer who wishes to extend his/her self‐esteem (a terminal value) (Amatulli & Guido, 2011; Walker & Olson, 1991) through clothing is more likely to patronise a clothing store or brand that best portrays a particular, desired image (Shan et al, 2022).…”