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1 – 2 of 2Julie Steen, Brian N. Rutherford, Barry J. Babin and Joseph F. Hair, Jr.
Design is an important construct in the retail environment literature. Yet, the measures used for design have not followed appropriate scale development procedures. The purpose of…
Abstract
Purpose
Design is an important construct in the retail environment literature. Yet, the measures used for design have not followed appropriate scale development procedures. The purpose of this study is to provide a conceptual definition and then develop a scale for retail environment design (RED).
Design/methodology/approach
Interviews with both consumers and marketing researchers are used to generate a potential list of items. Using four different studies, these items are refined, and the RED scale is offered.
Findings
This study develops and validates the four-dimensional RED scale to measure the design of retail environments. The dimensions are functional, aesthetic, lighting and signage.
Research limitations/implications
The newly developed RED scale will allow retailing researchers to measure lighting and signage qualities as part of retail design, measure design of retail environments more accurately and allow different studies to be compared.
Practical implications
The newly developed RED scale will allow retailers to better understand customers’ perceptions of the four dimensions of design. Retailers spend significant time and money designing and redesigning retail environments. The RED scale will enable managers to ensure these significant investments create competitive advantages and an appropriate return on investment.
Originality/value
A scale to measure retail environment design is developed. The scale includes two dimensions (lighting and signage) that are not typically investigated.
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Keywords
Noel Yee Man Siu, Tracy Junfeng Zhang and Raissa Sui-Ping Yeung
Drawing on conservation of resources theory, this study aims to investigate the impact of online customer engagement on brand love via dual mediating mechanisms, empowerment…
Abstract
Purpose
Drawing on conservation of resources theory, this study aims to investigate the impact of online customer engagement on brand love via dual mediating mechanisms, empowerment (bright side) and stress (dark side). The roles of perceived brand quality and extroversion as weakener and facilitator respectively on the dark side effect are also examined.
Design/methodology/approach
An online survey is conducted, targeting people who have experience in participating in online engagement activities. The dual mediation and moderation analysis are examined.
Findings
The results confirm the proposed dual mediating mechanisms. Perceived brand quality and extroversion also significantly moderate the engagement–stress link.
Research limitations/implications
This study explains the mediating mechanisms between online customer engagement and brand love, with a focus on the fast-moving consumer goods industry. This calls for further research on other industries.
Practical implications
This study provides marketers with insights that online customer engagement strategies are not always good and that they should be more careful in formulating such strategies.
Originality/value
This study advances the understanding of the relationship between customer engagement and brand love in the virtual community especially in the social media context.
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