Cross-over effects of corporate reputation and store image: role of knowledge and involvement

The purpose of this paper is to analyze how store loyalty forms corporate reputation and store image conditional on prior knowledge and involvement in retailing services.

A convenient sampling technique was employed, in which student interviewers approached customers as they exited the Carrefour stores with a skip interval of 3. The final survey sample comprised 220 respondents.

Empirical results confirm that corporate reputation influences store image and corporate reputation and store image affect store loyalty. In addition, shopper characteristics (i.e. involvement and knowledge) positively moderate the relationships between corporate reputation and store image and store loyalty.

This study goes beyond store loyalty to demonstrate that the cross-over effects between corporate reputation and store image and the moderators of prior knowledge and involvement significantly influence the relationships between corporate reputation and store image and store loyalty.