Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2021 Annual Conference


Organizational Legitimacy on Individual Level and Store Loyalty: The Moderating Effects of Extrinsic and Intrinsic Orientations
(A2021-94250)

Published: May 25, 2021

AUTHORS

Aijing Song, Yunnan Normal University

ABSTRACT

The purpose of article is to understand how the individual consumer’s identification with the preferred store will impact his/her evaluation towards the marketing actions taken by the store. In PLS analyses of survey data from supermarket shoppers in Ningbo of China, it was found that individual consumer evaluates retailers’ actions from the instrumental (e.g. self-interests), relational (e.g. fairness, benevolence and communality) and moral perspectives. Higher evaluations increase the store loyalty. Consumers with extrinsic orientation towards the preferred store (e.g. the store providing valued outcome) may show less concerns of marketing strategies on the relational and moral dimensions.