Exploring the relationships between retail brands and consumer store loyalty

Abstract

This paper presents an empirical investigation to study the effects of retail brand on organizational competitiveness. The study has accomplished among 247 randomly selected retail stores located in city of Tehran, Iran. We have designed a questionnaire in Likert scale and distributed the questionnaires among some managers of retail stores. Bartlett KMO and Cronbach alpha have been calculated as 0.7 and 0.863, respectively, which are within the desirable levels. Using principal component analysis, the study has detected five factors influencing on organizational competitiveness including effective brand, distribution management, customer strategy, retail location and competitive tools. The highest value belongs to retail location (β = 1.196) followed by distribution management (β = 0.825), effective brand (β = 0.47) and competitive tools (β = 0.470).