| Positive corporate reputation is an effective mechanism to maintain or accomplish competitive advantage. Retailer reputation, which is intangible, durable, and collective reputation of retailer chains or franchise companies, is likely to affect shopping behavior. This research discovers that retailer reputation has significant impacts on shopping expenditure, travel time, and frequencies of store patronage.; First, the results obtained in the research indicate that as the consumer's perceived retailer reputation becomes more favorable, the amount of shopping expenditure per shopping trip increases. Second, it is supported that as the consumer's perceived retailer reputation becomes more favorable, the more time the consumers will be willing to spend traveling to that retailer. Third, it is discovered that as the consumer's perceived retailer reputation becomes more favorable, the lower frequencies of store patronage will be. This is because positive reputations are associated with high shopping expenditure and long travel time. Therefore, high shopping expenditure and long travel time result in low frequencies of store patronage.; Moreover, the findings indicate that consumer's demographic characteristics influence the relationship between retailer reputation and store choice behavior. Age positively moderates the relationship between retailer reputation and travel time. Gender differences demonstrate different correlations between retailer reputation and shopping expenditure. The findings indicate that higher shopping expenditure will be associated with high-income consumers who perceive higher retailer reputation. Level of education influences the relationships between the retailers' reputation and dependent variables. Shoppers having different levels of education reflect different relationships between retailer reputation and shopping expenditure, travel time, and frequencies of store patronage. Marketing academics and managers are encouraged to bring consumer's demographic characteristics into their future marketing research and strategies. This research highlights the need for retailers to give important consideration to their corporate reputation. |
