Exploring the Role of Retailer Image and Store Brands As Extrinsic Cues in Young Urban Consumers’ Choice of Interior Textile Products

This exploratory study conducted in the developing context of South Africa describes the role of extrinsic cues relating to the retailer’s image and store brand in young urban consumers’ choice of interior textile products. In adopting a phenomological approach, rich descriptive data reveals the significance of store atmosphere, price and quality perceptions, product selections and value added services as extrinsic cues. The study also provides clarity on the symbolic expressive roles of retail store brands and illustrates the importance of reference groups as basis for retail brand associations.

Citation:

Nadine Sonnenberg and Alet Erasmus (2008) ,"Exploring the Role of Retailer Image and Store Brands As Extrinsic Cues in Young Urban Consumers’ Choice of Interior Textile Products", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 71-76.