Do shopping events promote retail brands?
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 21 June 2011
Abstract
Purpose
This paper aims to investigate the impact of in‐store events on customers' attitudes toward the retail brand.
Design/methodology/approach
The authors develop and empirically test a model of event image, event satisfaction, and retail brand attitudes using structural equation modelling. The paper draws its empirical information from a survey of customers of a cosmetics retailer.
Findings
The results provide strong empirical evidence for the role of in‐store events in retailing, as they reveal significant support for three of the four hypothesised relationships. More precisely, the results show significant effects between an event's image and customers' satisfaction with the event. Further, the results show a positive relationship between customers' satisfaction with the event and their attitudes toward the retail brand.
Originality/value
Retailers increasingly use in‐store events to provide customers with a unique shopping experience and differentiate themselves from competitors. The present paper highlights the important role of events as communication measures in retailing by empirically investigating the impact of in‐store events on customers' retail brand evaluation.
Keywords
Citation
Leischnig, A., Schwertfeger, M. and Geigenmueller, A. (2011), "Do shopping events promote retail brands?", International Journal of Retail & Distribution Management, Vol. 39 No. 8, pp. 619-634. https://doi.org/10.1108/09590551111148686
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited