Structural framework of brand loyalty affected by feature connotations through attitude towards shopping in merchandising

Abstract

Purpose - In merchandising subjected to a rapid consumption cycle and many warning bombardments that trigger sudden purchasing, ensuring that consumers remain loyal to the store has been important. This study\"s purpose is to shed light on the structural framework of which brand loyalty is affected by feature connotations through attitude towards shopping in merchandising.Design/methodology/approach - 373 responses are interviewed face-to-face for a well-known clothing brand in Istanbul. How brand loyalty is affected by feature connotations through attitude towards shopping is structurally analyzed by the extent of the positivity, strength, and uniqueness of the connotations. The extent of brand loyalty refers to being more willing to pay, defensive about the store in opposing views, and inclined to recommend it to others. Some store features are highlighted including ease of access, acclimatization conditions, shelf layout, price image, and perception towards sales personnel.Findings - Thanks to strong, unique, and positive features associated with the store, consumers become more loyal to the store brand. All features except for shelf layout develop positive attitudes toward shopping, thereby increasing brand loyalty. The highest indirect effect on brand loyalty belongs to the price image, followed by, respectively, acclimatization conditions, perception towards sales personnel, and ease of access. Acclimatization condition has a positive direct effect whereas ease of access has a direct but negative effect on brand loyalty. Discussion – The relatively superior effect of price perception on shopping attitude shows that it is the focus of brand loyalty development activities. This can be supported by acclimatization conditions, perception towards sales personnel, and ease of access. To gain the loyalty of store customers, alternative ways exist if the acclimatization conditions feature is improved. In the case of other store features, shelf layout is not our priority criteria in developing brand loyalty because it is ineffective. Keywords: brand loyalty; store features; attitude towards shopping; store atmosphere; merchandising.