Retail mix and retail image amongst women: the mediating role of employee attitude

Retail mix and retail image amongst women: the mediating role of employee attitude

Robert Dzogbenuku, Solomon Keelson, George Kofi Amoako, Antoinette Yaa Benewaa Gabrah

Gender roles have evolved with time; however, males often demonstrate aggressive and risk-prone behaviours. Both genders show different attitudes towards objects and situations due to hormonal differences. Nevertheless, such a relationship is significantly influenced by the perception of the retail mix. It has been argued that women, in particular, are more influenced by the retail mix, shaping their view of a retail brand’s image. Consequently, this study aims to explore women’s perceptions of the retail mix on the retail brand image and examine the mediating role of employee attitudes. A quantitative research approach was used for this study. A purposive sampling technique was used to collect primary data from 287 women who were shopping. Partial Least Square Structural equation modelling was used to analyse the primary data and investigate the relationship among the variables. The study’s findings have …

Cogent

2024

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:RgznTc0nqo4C

English