Retail mix and retail image amongst women: the mediating role of employee attitude

Abstract

Gender roles have evolved with time; however, males often demonstrate aggressive and risk-prone behaviours. Both genders show different attitudes towards objects and situations due to hormonal differences. Nevertheless, such a relationship is significantly influenced by the perception of the retail mix. It has been argued that women, in particular, are more influenced by the retail mix, shaping their view of a retail brand’s image. Consequently, this study aims to explore women’s perceptions of the retail mix on the retail brand image and examine the mediating role of employee attitudes. A quantitative research approach was used for this study. A purposive sampling technique was used to collect primary data from 287 women who were shopping. Partial Least Square Structural equation modelling was used to analyse the primary data and investigate the relationship among the variables. The study’s findings have revealed a positive relationship between retail stock/product quality and retail brand image and employee attitude and retail brand image. The study revealed that the location and environment of a retail store do not significantly impact consumers’ evaluation of the brand. The study’s findings also indicated that employee attitude fully mediates the connection between retail store location and environment, retail brand image, and the association between retail pricing and retail brand image, but partially mediates the connection between retail stock/brand quality and retail brand image. This study addresses a subject matter that is rarely covered in retail literature: the function of employee attitudes as a mediator between marketing mix and brand image in retail settings, particularly in emerging markets. The study builds on the Theory of Reasoned Action (TRA) and Stimulus-Organism-Response Theory (S-O-R) by providing new insights into a largely unstudied area of retail marketing dynamics. Specifically, it deepens our understanding of how customer perceptions of employee attitudes shape a retail firm’s image and reputation. The findings of this study suggest that retail managers should prioritize effective management of retail stock and product quality as a strategy for competitive advantage. Additionally, it is imperative for them to invest significantly in employee training. This investment is crucial as the study highlights the impact of employees’ attitudes on the perception and reputation of the retail brand. Therefore, fostering positive employee attitudes through comprehensive training programs is essential for enhancing brand perception and gaining a competitive edge in the market.

Keywords:

• Retail mix
• retail image
• women
• employee attitude
• theory of reasoned action
• Stimulus-Organism-Response theory

Reviewing Editor:

• Len Tiu Wright, De Montfort University Faculty of Business and Law, United Kingdom

Subjects:

• Retail Marketing
• Marketing Research

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Robert Dzogbenuku

Robert Kwame Dzogbenuku is a Senior Marketing Lecturer at the Central Business School of Central University (CU) Accra. Robert holds an MPhil and MBA in Marketing from the London Metropolitan University, United Kingdom (UK) and the University of Cape Coast, respectively. In 2000, Robert qualified as a member of the Chartered Institute of Marketing (CIM), United Kingdom and served many years in industry marketing and managing services. Robert joined Central University in 2010 a lecturer and researcher. His scholarly works has been published 14 Scopus-rated journals including the International Journal of Emerging Markets, the Journal of Hospitality and Tourism Insights, Marketing Intelligence and Planning among others. The 2024, AD Scientific Rankings for Business Researchers, ranked him 2nd at his university and the 12th in Ghana. His research interests are climate change and green marketing, entrepreneurship and small business marketing, digital marketing and marketing of financial services. Robert is also a marketing consultant.

Solomon Keelson

Solomon Abekah Keelson is an Associate Professor of Marketing and Strategy at the Business Faculty of Takoradi Technical University, Ghana. He holds a PhD in Marketing and Strategy from Open University, Malaysia, an MBA in Marketing, and a Bachelor of Arts in Economics from the University of Cape Coast, Ghana. Prof Keelson also holds a professional certificate in Marketing from the Chartered Institute of Marketing UK. He is a Chartered member of Marketing - UK and Ghana and a fellow of the Chartered Institute of Management Consultants. Keelson is a renowned academic with several publications and taught for over 25 years. He has also worked as theses Assessor (internationally and externally) for various tertiary institutions in Ghana and other countries. Keelson has also gotten industry experience from working with the Electricity Company of Ghana for about 10 years and consulting for companies such as Ghana Rubber Estate and Laine Service. He is currently the Dean of the Faculty of Business, at Takoradi Technical University.

George Kofi Amoako

George Kofi Amoako, is an Associate Professor at Marketing Department and Director at the Directorate of Research Innovation and Consultancy at Ghana Communication Technology University Accra Ghana, an academic and a practising Chartered Marketer (CIM-UK). He obtained his PhD at London Metropolitan University. He obtained Post Graduate Certificate in Education from University of Cape Coast, Ghana in 2014 and Postgraduate International Certificate in Academic Practice from Lancaster University UK in 2018. He consults for British Council Jobs for the Youth Program and Connecting Classroom Program in Ghana. George has published extensively in internationally peer-reviewed academic journals (A, B and C ranked journals) and presented many papers at international conferences in Africa, America, Europe and Australia. His research is in sustainability, marketing, branding, business strategy and CSR. This paper aligns with students’ choices and decision to patronise specific higher learning institutions and the main determinants of such choices made by students particularly those in developing economies.

Antoinette Yaa Benewaa Gabrah

Antoinette is a PhD candidate of University of Professional Studies Accra. She holds an MPhil in Marketing from the University of Ghana. She is currently a faculty at Academic City University College. Antoinette has published in Scopus Indexed journals. Her research interest includes e-business, services marketing, green marketing, entrepreneurship, Small business marketing, family business, Artificial intelligence, Sustainability and digital marketing strategies.