SCRUTINIZING SHOPPER AND RETAILER PERCEPTION ON SHOPPING DESTINATION IMAGE

This paper examines the shopping destination image model incorporating three image dimensions, cognitive, affective, and conative, with regards to shoppers and frontline retail employees. The results verify the relevance of the shopping destination image model to shopper and retail employee sample. The cognitive image and affective image components are important drivers of conative with respect to both shoppers and retail employees. Furthermore, this study shows that the differences between shoppers and retail employees on the associations among the image dimensions are insignificant. The conceptual and managerial implications of these findings are reviewed.