The Importance of Store Image in Retail Food Markets: An Analysis within the Framework of the S-O-R Paradigm

Yıl 2023, Cilt: 18 Sayı: 2, 615 - 636, 01.08.2023

Demet Köseoğlu İlhami Tuncer

https://doi.org/10.17153/oguiibf.1233199

Öz

In the retail industry, where competition is extremely intense, it has become quite challenging for the stores to differentiate themselves from their competitors and gain an advantage. In this context, although many studies have been conducted to determine the purchase intention of consumers, the number of studies that have been handled within the framework of the stimulus-organism-response (S-O-R) model by determining the store image dimensions is quite limited. In this study, the effects of store image on brand awareness, customer satisfaction, perceived value and purchase intention were investigated using the S-O-R model. As a result of this study, evidence is presented on how retail markets can strengthen store image and therefore improve store performance.

Anahtar Kelimeler

Store image, perceived value, satisfaction, purchase intention, Stimulus-Organism-Response (S-O-R)

Perakende Gıda Pazarlarında Mağaza İmajının Önemi: S-O-R Paradigması Çerçevesinde Bir Analiz

Öz

Rekabetin son derece yoğun olduğu perakende sektöründe mağazaların rakiplerinden farklılaşması ve avantaj elde etmesi oldukça zorlayıcı bir hal almıştır. Bu bağlamda tüketicilerin satın alma niyetini belirlemeye yönelik birçok çalışma yapılmış olmasına rağmen mağaza imaj boyutlarının belirlenerek uyarıcı-organizma-tepki (S-O-R) modeli çerçevesinde ele alınan çalışma sayısı oldukça sınırlıdır. Bu çalışmada mağaza imajının marka bilinirliği, müşteri memnuniyeti, algılanan değer ve satın alma niyeti üzerindeki etkileri S-O-R modeli kullanılarak incelenmiştir. Bu çalışmanın sonucunda, perakende pazarlarının mağaza imajını nasıl güçlendirebileceğine ve dolayısıyla mağaza performansını nasıl iyileştirebileceğine dair kanıtlar sunulmaktadır.

Anahtar Kelimeler

Mağaza imajı, algılanan değer, memnuniyet, satın alma niyeti, Uyaran-Organizma-Tepki (S-O-R), Store image, perceived value, satisfaction, purchase intention, Stimulus-Organism-Response (S-O-R)

Kaynakça

• Aghekyan-Simonian, M., Forsythe, S., Suk Kwon, W., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325–331. https://doi.org/10.1016/J.JRETCONSER.2012.03.006
• Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342. https://doi.org/10.1016/j.jretai.2004.10.008
• Bao, Y., Bao, Y., & Sheng, S. (2011). Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation. Journal of Business Research, 64(2), 220–226. https://doi.org/10.1016/j.jbusres.2010.02.007
• Beneke, J., & Zimmerman, N. (2014). Beyond private label panache: the effect of store image and perceived price on brand prestige. Journal of Consumer Marketing.
• Bolton, R. N., Gustafsson, A., Tarasi, C. O., & Witell, L. (2021). Managing A Global Retail Brand in Different Markets: Meta-Analyses of Customer Responses to Service Encounters. Journal of Retailing. https://doi.org/10.1016/j.jretai.2021.03.004
• Chang, E.-C., & Tseng, Y.-F. (2013). Research note: E-store image, perceived value and perceived risk. Journal of Business Research, 66(7), 864–870. https://doi.org/10.1016/j.jbusres.2011.06.012
• Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the stimulus-organism-response model to the retail environment: The role of hedonic motivation in impulse buying behavior. International Review of Retail, Distribution and Consumer Research, 21(3), 233–249. https://doi.org/10.1080/09593969.2011.578798
• Chang, S. J., Van Witteloostuijn, A., & Eden, L. (2010). From the Editors: Common method variance in international business research. Journal of International Business Studies, 41(2), 178–184. https://doi.org/10.1057/jibs.2009.88
• Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249–1262. https://doi.org/10.1016/j.tele.2018.02.007
• Chi, K. H., Huery, R. Y., & Ya, Ting Yang. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies, 4(1), 135–144.
• Chin, W. W. (1998). Commentary: Issues and Opinion on Structural Equation Modeling. Içinde MIS Quarterly (C. 22, Sayı 1). Management Information Systems Research Center, University of Minnesota. http://www.jstor.org/stable/249674
• Dagger, T. S., & David, M. E. (2012). Uncovering the real effect of switching costs on the satisfaction-loyalty association: The critical role of involvement and relationship benefits. European Journal of Marketing, 46(3–4), 447–468. https://doi.org/10.1108/03090561211202558
• Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122(February 2020), 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
• Decré, B. G., & Pras, B. (2013). Simulating in-store lighting and temperature with visual aids: Methodological propositions and S-O-R effects. International Review of Retail, Distribution and Consumer Research, 23(4), 363–393. https://doi.org/10.1080/09593969.2013.781050
• Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3), 360–367. https://doi.org/10.1016/J.JRETCONSER.2012.03.010
• Donovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing, 58(1), 34–57.
• Erciş, S., Geçikli, F., & Kalafat Çat, A. (2016). Tüketicilerin mağaza imajı algıları ile mağaza sadakati arasındaki ilişkinin belirlenmesi : Bir alışveriş merkezinde uygulama Determination of the relationship between store loyalty and perception of consumers ’ shop image : An application in a mall Giriş. Abant Kültürel Araştırmalar Dergisi, 1(2), 46–56.
• Erdil, T. S. (2015). Effects of Customer Brand Perceptions on Store Image and Purchase Intention: An Application in Apparel Clothing. Procedia - Social and Behavioral Sciences, 207, 196–205. https://doi.org/10.1016/J.SBSPRO.2015.10.088
• Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
• Goi, M. T., Kalidas, V., & Zeeshan, M. (2014). Comparison of Stimulus-Organism-Response Framework between International and Local Retailer. Procedia - Social and Behavioral Sciences, 130, 461–468. https://doi.org/10.1016/j.sbspro.2014.04.054
• Grace, D., & O’Cass, A. (2005). An examination of the antecedents of repatronage intentions across different retail store formats. Journal of Retailing and Consumer Services, 12(4), 227–243. https://doi.org/10.1016/j.jretconser.2004.08.001
• Graciola, A. P., De Toni, D., de Lima, V. Z., & Milan, G. S. (2018). Does price sensitivity and price level influence store price image and repurchase intention in retail markets? Journal of Retailing and Consumer Services, 44(November 2017), 201–213. https://doi.org/10.1016/j.jretconser.2018.06.014
• Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020a). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55(July 2019). https://doi.org/10.1016/j.jretconser.2020.102117
• Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020b). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55, 102117. https://doi.org/10.1016/J.JRETCONSER.2020.102117
• Hair, J. F., Hult, T. M. G., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Içinde Handbook of Market Research. https://doi.org/10.1007/978-3-319-57413-4_15
• Helkkula, A., & Kelleher, C. (2010). Circularity of customer service experience and customer perceived value. Journal of Customer Behaviour, 9(1), 37–53. https://doi.org/10.1362/147539210x497611
• Hewei, T., & Youngsook, L. (2022). Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect. Entertainment Computing, 41(December 2021), 100474. https://doi.org/10.1016/j.entcom.2021.100474
• Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92–99. https://doi.org/10.1016/j.jbusres.2011.02.003
• Jalil, N. A. A., Fikry, A., & Zainuddin, A. (2016). The Impact of Store Atmospherics, Perceived Value, and Customer Satisfaction on Behavioural Intention. Procedia Economics and Finance, 37(16), 538–544. https://doi.org/10.1016/s2212-5671(16)30162-9
• Jiao, C., Shen, X., & Wang, L. (2021). The Effect of Baby Food E-Store Image (for Ages 0–3) on Consumers’ Purchase Intention. Frontiers in Psychology, 12(November), 1–12. https://doi.org/10.3389/fpsyg.2021.796750
• Jin, N., Lee, S., & Lee, H. (2015). The Effect of Experience Quality on Perceived Value, Satisfaction, Image and Behavioral Intention of Water Park Patrons: New versus Repeat Visitors. International Journal of Tourism Research, 17, 82–95. https://doi.org/10.1002/jtr.1968
• Jinfeng, W., & Zhilong, T. (2009). The impact of selected store image dimensions on retailer equity: Evidence from 10 Chinese hypermarkets. Journal of Retailing and Consumer Services, 16(6), 486–494. https://doi.org/10.1016/j.jretconser.2009.08.002
• Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
• Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
• Kim, J. E., Ju, H. W., & Johnson, K. K. P. (2009). Sales associate’s appearance: Links to consumers’ emotions, store image, and purchases. Journal of Retailing and Consumer Services, 16(5), 407–413. https://doi.org/10.1016/j.jretconser.2009.06.001
• Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7(1), 33–56. https://doi.org/10.1108/17505931311316734
• Kirby, A. E., & Kent, A. M. (2010). Architecture as brand: Store design and brand identity. Journal of Product and Brand Management, 19(6), 432–439. https://doi.org/10.1108/10610421011085749
• Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43(March), 304–310. https://doi.org/10.1016/j.jretconser.2018.04.011
• Kumar, A., & Kim, Y. K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer Services, 21(5), 685–695. https://doi.org/10.1016/j.jretconser.2014.04.008
• Kumar, P. (2017). an Examination of the Antecedents of Customer Satisfaction, Behavioral Response and Intentions Among Retail Store Formats. International Journal of Research -GRANTHAALAYAH, 5(1), 239–257. https://doi.org/10.29121/granthaalayah.v5.i1.2017.1887
• Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887–896. https://doi.org/10.1016/j.chb.2009.03.003
• Kursunluoglu, E. (2014). Shopping centre customer service: Creating customer satisfaction and loyalty. Marketing Intelligence and Planning, 32(4), 528–548. https://doi.org/10.1108/MIP-11-2012-0134
• Lee, J., Lee, Y., & Kim, S. (2021). The Effects of Consumers’ In-Store Technology Experience on Perceived Interactivity, Retail Brand Commitment, and Revisit Intention in a Korean Beauty Store. International Journal of Human-Computer Interaction, 37(6), 534–546. https://doi.org/10.1080/10447318.2020.1834730
• Ligas, M., & Chaudhuri, A. (2012). The moderating roles of shopper experience and store type on the relationship between perceived merchandise value and willingness to pay a higher price. Journal of Retailing and Consumer Services, 19(2), 249–258. https://doi.org/10.1016/j.jretconser.2012.01.006 Martineau, P. (1958). The personality of the retail store.
• Mathur, M., & Gangwani, S. (2016). The Effect of Retail Store Image Dimensions on Consumer’s Purchase Intention of Private Label Brands. International Journal of Research in Finance and Marketing, 6861(11), 31–46. http://euroasiapub.org/wp-content/uploads/2016/12/4FMNov-4253.pdf
• Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
• Mkedder, N., Bakir, M., & Lachachi, A. (2021). Investigating the Antecedents of Purchase Intention Toward Local Dairy Products: An Empirical Study Based on the SOR Model. Central European Management Journal, 29(4), 124–148. https://doi.org/10.7206/cemj.2658-0845.62
• Noordwyk, H. S. J. V. A. N. (2008). the Development of a Scale for the Measurement of the Perceived Importance of the Dimensions of Apparel Store Image By. Stellenbosch University, Dissertation presented for the Degree of Doctor of Consumer Science.
• Oh, J., Fiorito, S. S., Cho, H., & Hofacker, C. F. (2008). Effects of design factors on store image and expectation of merchandise quality in web-based stores. Journal of Retailing and Consumer Services, 15(4), 237–249. https://doi.org/10.1016/j.jretconser.2007.03.004
• Porral, C. C., & Lang, M. F. (2015). Private Labels The role of manufacturer identification, Brand loyalty and image on purchase intention. British Food Journal, 117(2), 506–522. https://doi.org/10.1108/BFJ-06-2014-0216
• Porter, S. S., & Claycomb, C. (1997). The influence of brand recognition on retail store image. Journal of Product & Brand Management, 6(6), 373–387. https://doi.org/10.1108/10610429710190414
• Sabanoglu, T. (2021). No Title. Statista.
• Saricam, C. (2022). Analyzing the influence of store atmospherics on younger generation in apparel retail market with an extended S-O-R model. Journal of Global Fashion Marketing, 00(00), 1–14. https://doi.org/10.1080/20932685.2022.2032794
• Schlosser, A. E. (1998). Applying the Functional Theory of Attitudes to Understanding the Influence of Store Atmosphere on Store Inferences. Journal of Consumer Psychology, 7(4), 345–369. https://doi.org/10.1207/S15327663JCP0704_03
• Semeijn, J., van Riel, A. C. R., & Ambrosini, A. B. (2004). Consumer evaluations of store brands: Effects of store image and product attributes. Journal of Retailing and Consumer Services, 11(4), 247–258. https://doi.org/10.1016/S0969-6989(03)00051-1
• Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers’ Purchase Intention. Journal of Accounting & Marketing, 06(01), 34–38. https://doi.org/10.4172/2168-9601.1000223
• Sharifi, S. S. (2014). Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness. European Business Review, 26(1), 43–63. https://doi.org/10.1108/EBR-12-2012-0072
• Slack, N., Singh, G., & Sharma, S. (2020). The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions. International Journal of Quality and Service Sciences, 12(3), 297–318. https://doi.org/10.1108/IJQSS-10-2019-0114
• Spangenberg, E. R., Sprott, D. E., Grohmann, B., & Tracy, D. L. (2006). Gender-congruent ambient scent influences on approach and avoidance behaviors in a retail store. Journal of Business Research, 59(12), 1281–1287. https://doi.org/10.1016/j.jbusres.2006.08.006
• Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63(May), 102696. https://doi.org/10.1016/j.jretconser.2021.102696
• Tehseen, S., Ramayah, T., & Sajilan, S. (2017). Testing and Controlling for Common Method Variance: A Review of Available Methods. Journal of Management Sciences, 4(2), 142–168. https://doi.org/10.20547/jms.2014.1704202
• Theodoridis, P. K., & Chatzipanagiotou, K. C. (2009a). Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece. European Journal of Marketing, 43(5–6), 708–734. https://doi.org/10.1108/03090560910947016
• Theodoridis, P. K., & Chatzipanagiotou, K. C. (2009b). Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece. European Journal of Marketing, 43(5–6), 708–734. https://doi.org/10.1108/03090560910947016
• Tian, H., Siddik, A. B., & Masukujjaman, M. (2022). Factors Affecting the Repurchase Intention of Organic Tea among Millennial Consumers: An Empirical Study. Behavioral Sciences, 12(2). https://doi.org/10.3390/bs12020050
• Toni, D. de, & Mazzon, J. A. (2014). Teste de um modelo teórico sobre o valor percebido do preço de um produto. Revista de Administração, 49(3), 549–565. https://doi.org/10.5700/rausp1167
• Tuncer, I. (2021). The relationship between IT affordance, flow experience, trust, and social commerce intention: An exploration using the S-O-R paradigm. Technology in Society, 65(March), 101567. https://doi.org/10.1016/j.techsoc.2021.101567
• Ülker, Y., & Tosun, N. (2021). Mağaza İmajının İkon Marka Algısına Yansıması. Türkiye İletişim Araştırmaları Dergisi/26306220, 1–17. https://doi.org/10.17829/turcom.805829
• Ulusu, Y. (2009). Tüketicilerde Marka Güveni Yaratmada Önemli Bir Etken Mağaza İmajı. Marmara İletişim Dergisi, 15, 149–158.
• Wang, L. C., Chang, L. H., & Wysong, S. (2012). An empirical investigation of the influence of optimum stimulation levels in retailing. International Journal of Retail & Distribution Management, 40(1), 6–20. https://doi.org/10.1108/09590551211193577
• Watanabe, E. A. de M. (2014). A Influência da Cultura no Comportamento do Consumidor de Supermercados. https://repositorio.unb.br/handle/10482/16075
• Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
• Wu, Y. L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research, 28(1), 74–104. https://doi.org/10.1108/IntR-08-2016-0250
• Xu, C., Xu, Y., Xu, S., Zhang, Q., Liu, X., Shao, Y., Xu, X., Peng, L., & Li, M. (2020). Cognitive Reappraisal and the Association Between Perceived Stress and Anxiety Symptoms in COVID-19 Isolated People. Frontiers in Psychiatry, 11(September), 1–8. https://doi.org/10.3389/fpsyt.2020.00858
• Xu, F., Bai, Y., & Li, S. (2020). Examining the antecedents of brand engagement of tourists based on the theory of value co-creation. Sustainability (Switzerland), 12(5), 1–21. https://doi.org/10.3390/su12051958
• Yeniçeri, T. (2005). Mağaza İmajı ve Mağaza İmajı Boyutları Arasındaki İlişkilerden Yapısal Eşitlik Modeli İle İncelenmesi. Yönetim, 16(52), 39–53.
• Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://doi.org/10.1177/0092070300282002
• Yuan, Y., Liu, G., Dang, R., Lau, S. S. Y., & Qu, G. (2021). Architectural design and consumer experience: an investigation of shopping malls throughout the design process. Asia Pacific Journal of Marketing and Logistics, 33(9), 1934–1951. https://doi.org/10.1108/APJML-06-2020-0408
• Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2. https://doi.org/10.2307/1251446
• Zielke, S. (2006). Measurement of retailers’ price images with a multiple-item scale. International Review of Retail, Distribution and Consumer Research, 16(3), 297–316. https://doi.org/10.1080/09593960600696990
• Zielke, S., & Toporowski, W. (2012). Negative price-image effects of appealing store architecture: Do they really exist? Journal of Retailing and Consumer Services, 19(5), 510–518. https://doi.org/10.1016/j.jretconser.2012.06.007