The Influence of Retail Store Environment On Brand-Related Judgments

Authors

Syed Akhter, Marquette UniversityFollow
J. Craig Andrews, Marquette UniversityFollow
Srinivas Durvasula, Marquette UniversityFollow

Document Type

Article

Language

eng

Publication Date

10-1994

Publisher

Elsevier

Source Publication

Journal of Retailing and Consumer Services

Source ISSN

0969-6989

Abstract

Theories of schematic, or representational, thinking posit that schema congruity and incongruity direct people's evaluative, inferential, and action processes. However, to date research has not provided a test of schema (in)congruity theory for important environmental cues, such as the effect of retail store environment on brand judgments. Within the framework of schema (in)congruity, this paper tests the effects of retail store environment on brand judgments. Empirical evidence in support of the congruity theory, theoretical implications of the findings, and directions for future research are provided.

Comments

Journal of Retailing and Consumer Services, Vol. 1, No. 2 (October 1994):67-76. DOI.

Recommended Citation

Akhter, Syed; Andrews, J. Craig; and Durvasula, Srinivas, "The Influence of Retail Store Environment On Brand-Related Judgments" (1994). Marketing Faculty Research and Publications. 217.
https://epublications.marquette.edu/market_fac/217