Dimple Kaul
This paper is an effort in understanding the antecedents of brand loyalty in retail. A structural questionnaire was used to collect data (n=840) from department store adult shoppers in India. Latest tools like Exploratory Factor Analysis and Confirmatory Factor Analysis were used to analyse data. Results of the research revealed that factors like merchandise, service interaction, corporate citizenship and convenience play an important role in building store image in retail. The implications for academicians and practitioners are discussed in the paper.