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Making the store a place of learning: The effects of in-store educational activities on retailer legitimacy and shopping intentions

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  • Chaney, Damien
  • Lunardo, Renaud
  • Bressolles, Grégory

Abstract

This article considers the store as a place of learning and builds on institutional theory to examine whether the implementation of educational activities in the store environment has a positive effect on consumer perceptions of retailer legitimacy and whether such legitimacy in turn has positive effects on shopping intentions. Findings from a study conducted in a real retail setting reveal that although in-store activities do not exert main effects on legitimacy and shopping intentions, corporate attributions play a major role. Precisely, the value that consumers derive from practicing an in-store educational activity increase retailer legitimacy and shopping intentions only when consumers do not perceive any corporate goals behind the implementation of the activity. Theoretical and managerial implications are discussed.

Suggested Citation

  • Chaney, Damien & Lunardo, Renaud & Bressolles, Grégory, 2016. "Making the store a place of learning: The effects of in-store educational activities on retailer legitimacy and shopping intentions," Journal of Business Research, Elsevier, vol. 69(12), pages 5886-5893.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5886-5893
    DOI: 10.1016/j.jbusres.2016.04.104
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    3. Cristina Del-Castillo-Feito & Alicia Blanco-González & Rafael Delgado-Alemany, 2020. "The Relationship between Image, Legitimacy, and Reputation as a Sustainable Strategy: Students’ Versus Professors’ Perceptions in the Higher Education Sector," Sustainability, MDPI, vol. 12(3), pages 1-16, February.
    4. Ben Slimane, Karim & Chaney, Damien & Humphreys, Ashlee & Leca, Bernard, 2019. "Bringing institutional theory to marketing: Taking stock and future research directions," Journal of Business Research, Elsevier, vol. 105(C), pages 389-394.
    5. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    6. Lortie, Jason & Cox, Kevin C. & Roundy, Philip T., 2022. "Social impact models, legitimacy perceptions, and consumer responses to social ventures," Journal of Business Research, Elsevier, vol. 144(C), pages 312-321.
    7. Déborah Philippe & Alain Debenedetti & Damien Chaney, 2022. "How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking," Post-Print hal-03657352, HAL.
    8. Francisco Díez-Martín & Alicia Blanco-González & Camilo Prado-Román, 2021. "The intellectual structure of organizational legitimacy research: a co-citation analysis in business journals," Review of Managerial Science, Springer, vol. 15(4), pages 1007-1043, May.
    9. Francisco Díez-Martín & Alicia Blanco-González & Giorgia Miotto, 2022. "The impact of state legitimacy on entrepreneurial activity," International Entrepreneurship and Management Journal, Springer, vol. 18(2), pages 935-955, June.
    10. Laura Pascual‐Nebreda & Pablo Cabanelas‐Lorenzo & Alicia Blanco‐González, 2022. "Understanding dissatisfaction through evaluation theory," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 3116-3129, October.
    11. Hu, Miao & Qiu, Pingping & Wan, Fang & Stillman, Tyler, 2018. "Love or hate, depends on who's saying it: How legitimacy of brand rejection alters brand preferences," Journal of Business Research, Elsevier, vol. 90(C), pages 164-170.

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