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Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior.

The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis.

Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement.

Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors.

This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior.

Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.

Basado en la teoría del valor de marca y la teoría del comportamiento de patrocinio, este estudio investiga el efecto moderador de la implicación del consumidor y las situaciones de compra en la relación entre el valor del minorista basado en el consumidor (CBRE) y el comportamiento de patrocinio minorista.

Los datos se recogen mediante una encuesta autoadministrada a 338 compradores en los tres mayores centros comerciales de Pakistán. Además, los datos se analizan mediante regresión multinominal (múltiple) y análisis de interacciones.

Los resultados revelaron un efecto significativo del CBRE en el comportamiento de patrocinio y confirmaron el propósito de compra como una condición límite en la relación CBRE-comportamiento de patrocinio minorista. Sin embargo, el estudio informó sorprendentemente de que esta relación no está moderada por la implicación de los consumidores.

Teniendo en cuenta que nos centramos en el comportamiento de patrocinio minorista basado en el CBRE, contribuimos a la literatura existente sobre marketing/minoristas que también ofrece amplias posibilidades para futuras investigaciones. El estudio ofrece valiosas implicaciones para los minoristas, especialmente para evaluar los comportamientos de los consumidores.

El presente estudio ayuda a los gestores de marcas minoristas a comprender mejor el comportamiento de patrocinio basado en la CBRE y allana el camino para que los gestores aumenten el comportamiento de patrocinio minorista.

A pesar de la creciente comprensión de la equidad de marca basada en el consumidor y el comportamiento de patrocinio en marketing, es necesario reconocer más sobre la relación entre el comportamiento de patrocinio basado en la CBRE y las variables relacionadas, como se examinó en esta investigación.

本研究以品牌资产理论和顾客行为理论为基础, 探讨了消费者参与和购物情境在基于消费者的零售商资产（CBRE）与零售顾客行为之间关系中的调节作用。

数据是通过对巴基斯坦三大购物中心的 338 名购物者进行自填式调查收集的。此外, 还通过多项式（多元）回归和交互分析对数据进行了分析。

结果表明, CBRE 对顾客光顾行为有显著影响, 并证实购物目的是 CBRE 与零售顾客光顾行为关系的边界条件。然而, 令人惊讶的是, 研究报告称这种关系并没有受到消费者参与度的调节。

考虑到我们对基于 CBRE 的零售顾客行为的关注, 我们为现有的市场营销/零售文献做出了贡献, 同时也为进一步研究提供了广阔的空间。本研究为零售商提供了宝贵的启示, 尤其是在评估消费者行为方面。

本研究有助于零售品牌管理者更好地理解基于 CBRE 的顾客行为, 为管理者提高零售顾客行为铺平了道路。

尽管市场营销中对基于消费者的品牌资产和顾客行为的理解不断加深, 但仍需进一步认识 CBRE/零售顾客行为与相关变量之间的关系, 正如本研究中所探讨的那样。

The purpose of this study was to propose and examine a conceptual model delineating how two different types of appearance-related self-discrepancies (i.e. the ideal appearance self-discrepancy vs. the ought appearance self-discrepancy) influence retail therapy shopping behavior through motivational route (i.e. approach motivation vs. avoidance motivation).

This study utilized the online survey for data collection. Using a national sample of 532 US consumers who had retail therapy shopping experience, the conceptual model was tested through various statistical techniques, including confirmatory factor analysis, exploratory factor analysis and structural equation modeling.

Results revealed that the ought appearance self-discrepancy positively influenced retail therapy shopping behavior through avoidance motivation and emotion-focused coping strategy, whereas the ideal appearance self-discrepancy did not influence retail therapy shopping behavior. The results also suggested that the effect of two different types of appearance-related self-discrepancies on motivations in retail therapy shopping context varied depending on the gender (i.e. male vs. female).

Results suggest implications regarding potential target market strategies to retailers and provide a better understanding of retail therapy shoppers' characteristics and psychological mechanisms for consumer researchers.

Innovations in technology and evolution of internet elicited the usage of technology and internet during the shopping process of consumers. Changes in consumer shopping processes opened doors for shifts in consumer buying behavior. As a result of the variations in consumer buying behavior, retailers formed new channel structures to fulfill customer requirements. New channel structures created different retailing formats and enhanced the complexity of retailing processes. As the complexity of retailing processes increased, complexity of consumer shopping behavior increased as well. In this sense, multichannel retailing emerged and expanded all around the world and paved the way for omnichannel retailing. Transformation of multichannel retailing to omnichannel retailing created two different shopping forms as: Showrooming and Webrooming. In this chapter, showrooming and webrooming concepts will be studied and the complementarity dimensions of these concepts will be explained in detail.

Marketers try to influence food shopping behaviour of children through various in-store food promotional strategies (FPS). These in-store FPS comprise of attractive packaging, accessibility, availability of foods in wide varieties and presence of helpful and friendly sales personnel. However, little is known about how children buy and the extent to which these marketing strategies are successful. Hence, the purpose of this paper is to investigate food shopping behaviour of children in retail stores and to study the effectiveness of in-store FPS and demographic factors (age and gender of child and monthly family income) on food shopping behaviour of children.

Data have been collected from 473 mothers of children in age category four to 11 years. Data have been analysed through descriptive statistics (means and standard deviations), bivariate correlations, exploratory factor analysis, confirmatory factor analysis and hierarchical regression analysis.

The study explores and validates four factor structure of food shopping behaviour of children in retail stores in Indian settings. These factors include children’s active assessment of foods, impact of availability and variety on children’s purchases, influence of TV food ads on children’s purchases and influence of packaging on children’s food purchases. Further, the findings also reveal that in-store FPS are truly effective in influencing food shopping behaviour of children.

Marketers may highlight packaging attributes in food advertisements as they can help escalate food purchase requests of children in retail stores. In addition to this, food advertising is strongly associated with assessment of foods in retail stores and looking for availability of advertised foods in retail stores. This suggests that food advertising as a medium of communication should not be ignored. However, sales personnel can also be used more effectively as they are seen to help children in identifying availability and variety of foods in retail stores.

As no such study has been conducted so far (to the best of researcher’s knowledge), this study potentially helps in bridging gaps in literature.

The purpose of this paper is to examine how the introduction of auditory sensory cues, through a human voice, affect children’s and parent’s shopping behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on consumers’ shopping behaviour.

The empirical study was a field experiment and entailed direct observation of shoppers of the Swedish grocery retailer ICA. The observations were based on a convenience sample of shopping families assigned to a control group (n=200) and an experimental group (n=131). A new innovative Swedish audio story track system was to be tested in a hypermarket containing 13 different stories for children.

Auditory sensory cues affect children’s and parent’s shopping behaviour in a significant way. Children are quieter, more relaxed and do not move around and reduce the parental stress behaviour during the shopping process.

The findings demonstrate that auditory sensory cues through human voice have a positive effect on children’s and parent’s shopping behaviour. It is also obvious that parent’s perceived stress is significantly influenced by the children.

The study provides guidelines for grocery retailers who wish to offer children and their parents a more pleasant shopping trip by emphasizing the role of the children.

The research demonstrates that the introduction of auditory sensory cues through human voice in a significant way affect the children’s and their parent’s shopping behaviour in a retail setting.

Revolutionary changes are happening in retail, and the term “retail apocalypse” reflects these dramatic changes. As a growing number of traditional brick-and-motor retailers are closing, the aim of this study is to understand and test the dimensions of specific store and consumer factors that are driving this shift towards non-traditional retail marketplaces (e.g. pop-up stores, fashion trucks), factors that drive consumer loyalty (i.e. re-patronage intentions) and the mediating role of shopping enjoyment in this context.

This study used a consumer panel (n = 237) of previous shoppers of non-traditional retailers. Utilising exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), this study identifies possible store and consumer factors that are associated with consumers' patronage of non-traditional retailers. Based on results, we propose a model for non-traditional retail shopping behaviour.

EFA revealed that quality of personal experience and consumer curiosity were dominant factors explaining variance. Key findings revealed that in-store factors (in-store ambiance, quality and value of products) and consumer factors (consumer curiosity, quality consciousness) influence consumers' re-patronage intentions. This highlights the importance of maintaining quality elements in shopping experiences. Shopping enjoyment was found to mediate relationships, indicating that while not all factors directly impact loyalty, it can be enhanced through pleasurable shopping experiences.

Our findings help retailers understand which factors are driving this dramatic change in consumer behaviour so they may develop better strategies to attract and retain customers. Retailers need to highlight product quality and in-store atmosphere and spark consumers' quality consciousness and curiosity to enhance consumer loyalty.

Despite the rise in popularity, this is the first study to investigate non-traditional retailers comprehensively.

Short-term changes in consumers' shopping behaviour due to the Covid-19 pandemic have been studied, but not the long-term effects. This study fills this gap by exploring the long-term changes in consumers' retail shopping behaviour, due to their experiences of the Covid-19 pandemic.

Qualitative data were collected from one hundred fifty-nine respondents, and grounded theory approach was applied for interpretation. Gioia thematic analysis method, open coding, and axial coding were used for analysis.

Individuals who positively approached their experiences during the Covid-19 demonstrated increased pro-sustainable and pro-environmental self-identity, resulting in sustainable consumption and a shift to online shopping. Individuals having overpowering negative experiences demonstrated heightened fear of missing out (FOMO), loss aversion, and rumination. While shopping, they demonstrated herd behaviour and shifted to online shopping.

This study highlights emotional and psychological mechanisms influencing long-term changes in consumer shopping preferences post Covid-19 pandemic. The generalizability of the findings is limited due to the study's exploratory nature and the sample size.

This study contributes to shopping behaviour literature by uncovering novel constructs of self-identity, loss aversion, FOMO, and rumination as antecedents to long-term shopping behaviour changes post-Covid-19. It provides a new conceptual model of consumers' shopping behaviour, which may be empirically validated.

Retail shopping behaviour is one of the major tenets of the retail marketing literature. The purpose of this research is to presents the empirical findings of two quantitative studies of Estonian and Canadian university students' interpretation and perceptions of retail shopping behaviour.

Paper and pencil questionnaires administered in Estonia and Canada. The data was analysed from two perspectives. The first was to determine if the retail service quality construct differed between the two samples, and secondly to use using confirmatory factor analysis, and regression analysis to test a model of shopping behaviour and to make comparisons between the shopping behaviour of university students in the two countries.

The results indicate a level of commonality in retail shopping perceptions, as well as non‐trivial differences in how shopping practice in terms of the construct structure, and individual service drivers, should be theorized. The Canadian sample indicated a greater focus on retail service quality perception at the sub‐dimension level while the Estonian sample indicated a greater focus on retail service quality at an overall or integrated level.

The findings are limited as to the consumer type (university students) selected. This limitation is lessened as the university age sector represents one of the most dynamic and growing segments of the Estonian retail market.

Retail sales per capita within Estonia, and the other Baltic states, represents the fastest growing region in the European Union. Thus, there is a need for empirical and academic research that attempts to highlight the transferable (i.e. western) and the solely domestic consumer knowledge that will allow this growth to continue. Caution needs to be taken when simply implementing best retail practices from the West as erroneous conclusions may be drawn. It may not be the practices from the West that are fuelling the retail success, and thus research such as this helps to draw attention to the need to understand the more sustainable localized nature of retail shopping behaviour.

This paper represents an initial focus on an unknown area of retailing research.

The purpose of this research was to examine the four aspects of approach‐avoidance behavior (physical, exploratory, communication, performance and satisfaction) of older apparel consumers (those aged 65 and over). This research also examined the differences in age and shopping orientations relative to the importance of retail store attributes. Participants were 208 older consumers residing in the Southeastern part of the USA. Survey results revealed that older consumers preferred to shop department stores and mass merchandisers for clothing. These consumers reported they would spend more time and money in retail stores that offered credit, discounts for those 65 and over, and liberal return policies. Furthermore, they reported they would not return to and would avoid looking around in retail stores without chairs or benches, with difficult to find items, inferior products, and poor business practices. No differences were found in the age of older consumers relative to the importance of store attributes and shopping orientations. However, differences were found in the shopping orientation groups relative to the importance placed on store attributes.

The purpose of this study is to comprehensively uncover antecedents of food shopping behaviour of children in retail stores in India. Children form the pivot of food marketing. They accompany parents on food shopping trips and assist food purchases. Their extent of participation varies with the frequency with which they accompany parents, the presence of food promotions and other demographic variables. The present paper attempts to comprehensively uncover the variables that help in cumulatively predicting food shopping behaviour of children in retail stores.

Data have been collected from 473 mothers of children in the age category 4-11 years. For the aforesaid purpose, a structured, pre-tested and non-disguised questionnaire has been prepared. Binary logistic regression has been applied to analyse the data through SPSS 19.

Shopping behaviour of children in retail stores significantly depends upon food promotions in retail stores, frequency with which children accompany mothers on shopping trips and demographic variables such as age of mother and father and education status of mother.

This study attracts attention of parents, food retailers and policy makers towards impact of food promotional strategies on food buying behaviour of children in retail stores.

This piece of research is important as no such study (to the best of researchers’ knowledge) has been conducted in India even when food retailing is an important component of total retail in India and also growing tremendously.