Retail brand experience: scale development and validation
Abstract
Purpose
The purpose of this paper is to develop and validate a multi-dimensional scale to measure retail brand experience.
Design/methodology/approach
Literature review and open-ended survey have been carried out to generate an initial pool of items. Item reduction has been done using exploratory factor analysis and validation of measures performed through confirmatory factor analysis and structural equation modeling. A total of six separate studies have been conducted to develop and validate the retail brand experience scale.
Findings
A 22-item seven-dimensional retail brand experience scale is developed. The proposed scale has exhibited sound psychometric properties based on the findings from different reliability and validity tests, as well as from robust scale replications across several different samples. Findings support that retail brand experience has a significant impact on consumer intentions (word-of-mouth and pay more).
Practical implications
This research develops a set of retail brand experience measures that can provide retailers a way to examine the experiences evoked through retail brand-related stimuli.
Originality/value
This study is the first of its kind of its kind that develops and validates the measures of the retail brand experience.
Keywords
Citation
Khan, I. and Rahman, Z. (2016), "Retail brand experience: scale development and validation", Journal of Product & Brand Management, Vol. 25 No. 5, pp. 435-451. https://doi.org/10.1108/JPBM-07-2015-0943
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited