| Autor: |
Arpita Khare, Pradeep Kautish, Anshuman Khare |
| Jazyk: |
angličtina |
| Rok vydání: |
2024 |
| Předmět: |
|
| Zdroj: |
Journal of the Academy of Business and Emerging Markets, Vol 4, Iss 2, Pp 3-18 (2024) |
| Druh dokumentu: |
article |
| ISSN: |
2563-6960 |
| DOI: |
10.5281/zenodo.12690490 |
| Popis: |
The current study examines consumer-retailer emotional attachment and interpersonal likeability towards word-of-mouth and consequently post-pandemic local store loyalty. Further, the mediating influence of word-of-mouth and information sharing was examined on emotional attachment, interpersonal likeability, and local store loyalty. Data was collected from customers purchasing products from local stores in north-western India via an online structured questionnaire. A covariance-based structural equation modelling (CB-SEM) for confirmatory factor analysis, mediation, and moderation analysis was used for data analysis. Word-of-mouth was found to act as a partial mediator between interpersonal likeability, consumer-retailer emotional attachment, and local store loyalty. Information sharing was a significant moderator between word-of-mouth and local store loyalty relationships. The current study attempts to understand the significance of these constructs in the Indian market post-pandemic in the local or small unorganized retail store loyalty context. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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