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 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

Organizational Legitimacy on Individual Leval and Store Loyalty: A Comparative Study of International and Domestic Retailers

Published: May 27, 2020


Aijing Song, Yunnan Normal University


Perceived Organizational Legitimacy; Liability of Foreignness; Store Loyalty


The objective of study is to disclose whether individual consumer has higher requirements when evaluating economic-oriented and noneconomic-oriented marketing actions taken by international retailers due to the liability of foreignness (LOF), which refers to additional costs incurred by a firm when conducting business overseas that local firms do not incur. In PLS analyses of survey data from supermarket shoppers in Ningbo of China, it was found that individual consumer evaluates economic and noneconomic actions from the instrumental (e.g. self-interests), relational (e.g. fairness, benevolence and communality) and moral perspectives. Higher evaluations increase the store loyalty. During this legitimization process, international retailers overcome LOF. Part of reason is that their economic-oriented actions get higher instrument evaluation and serve consumers’ self-interest better.