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How store service quality affects attitude toward store brands in emerging countries: Effects of brand cues and the cultural context

机译：商店服务质量如何影响新兴国家对商店品牌的态度：品牌线索和文化背景的影响

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This cross-cultural research investigates how store brand perceptual cues and cultural differences affect the relationships between service quality and attitude toward store brands in two emerging countries. Using mall intercept surveys, the authors gather data from 1027 respondents in Brazil and Vietnam. Based on structural equation modeling results show that both positive and negative perceptual brand cues mediate the effects of overall service quality, store physical aspects, store reliability, and personnel attention on attitude toward store brands. Moreover, specific mediation processes arise; perceived price and functional risk mediate these effects in both countries investigated, whereas store brand perceived value and financial risk do not. The cultural context moderates the relationships as well, such that the effects of overall service quality, store physical aspects, and store personnel attention on attitude toward store brands are stronger in Brazil than in Vietnam. However, the effect of store reliability does not differ across countries.
机译：这项跨文化研究调查了两个新兴国家中商店品牌的感知线索和文化差异如何影响服务质量和对商店品牌的态度之间的关系。通过使用购物中心拦截调查，作者从巴西和越南的1027名受访者那里收集了数据。基于结构方程建模的结果表明，正面和负面的感知品牌线索都介导了整体服务质量，商店实体方面，商店可靠性以及人员对商店品牌态度的关注。此外，还会出现特定的调解过程。感知价格和功能风险在两个受调查国家/地区都介导了这些影响，而商店品牌感知价值和财务风险却没有。文化背景也缓和了这种关系，因此，与越南相比，巴西的整体服务质量，商店实体方面以及商店人员对商店品牌态度的关注效果更强。但是，商店可靠性的影响在各个国家之间并没有不同。

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