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Store Image of Grocery Retail Formats in Romania: Relevance of Retailer Attributes

Domenii publicaţii > Economie + Tipuri publicaţii > Capitol de carte

Autori: Bernhard Swoboda, Bettina Berg, Nicolae Al. Pop, Dan Cristian Dabija

Editorial: Bernhard Swoboda, Dirk Morschett, Thomas Rudolph, Peter Schnedlitz, Hanna Schramm-Klein, Gabler, European Retail Research, Volume 23, p.101-124, 2009.


This article asked from the consumer perspective how retailer attributes impact on store image, comparing five grocery retail formats in Romania. In retailing research, retail formatspecific studies are scarce, and the present and very first empirical study in Romania is therefore interesting because most grocery companies are based in Western Europe and adapt or standardize their concepts to foreign markets on a different level. Empirical data, analysed in a multi-group structural equation approach (N=2,825), that allow comparison of the retail formats based on one empirical model, demonstrate different and sometimes surprising impacts of perceived retailer attributes on store image. The perception differences between hypermarkets, supermarkets, discounters, neighbourhood stores, and cash & carry stores (which are also used by consumers as retailing outlets) provide insights into retail format characteristics that are not usual in Western Europe. The results provide managerial implications for controlling store image in a dynamic retailing country market.

Cuvinte cheie: Retail Formats - Retailer Attributes - Grocery Retailing - Store Image