Management Theory and Studies for Rural Business and Infrastructure Development, Volume 39, Number 3

The assessment of the impact of the image of retail internationalization on consumer attitude

Elzė Rudienė, Mangirdas Morkūnas

Abstract

The image of an open retail store is an important element of retail internationalisation. The image of the store reflects the degree of consumer satisfaction. The aim of the article is to identify the elements of the image and to assess their impact on consumers' preferences. The object of the research is the image of the retail company and its store. The authors interviewed Lithuanian consumers about the image of the „IKEA“ shopping center before its opening in Vilnius and one year after its opening. Elements of the image have been identified, and research has confirmed that consumers have their own point of view about the image of the „IKEA“ shopping center.

JEL Codes: F23, F44, P33.

Keyword(s): retail store image, retail internationalization, retailers, consumers


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.