Embedding moderators of customer-brand love for affecting purchase intention of customers in hypermarket brand stores
Deependra Singh,
Naval Bajpai
Abstract:Purpose
This paper aims to illustrate the impact of brand love on customers’ purchase intention in the presence of store aesthetics, store price image and customers’ demographic variables as moderating variables for hypermarket brand stores.
Design/methodology/approach
For achieving the objectives, a survey is conducted on the sample of 515 respondents those are the customers of hypermarket brand stores. The collected sample is analysed through structural equation modelling and moderation analysis by using AM… Show more
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