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Gender roles have evolved with time; however, males often demonstrate aggressive and risk-prone behaviours. Both genders show different attitudes towards objects and situations due to hormonal differences. Nevertheless, such a relationship is significantly influenced by the perception of the retail mix. It has been argued that women, in particular, are more influenced by the retail mix, shaping their view of a retail brand's image. Consequently, this study aims to explore women's perceptions of the retail mix on the retail brand image and examine the mediating role of employee attitudes. A quantitative research approach was used for this study. A purposive sampling technique was used to collect primary data from 287 women who were shopping. Partial Least Square Structural equation modelling was used to analyse the primary data and investigate the relationship among the variables. The study's findings have revealed a positive relationship between retail stock/product quality and retail brand image and employee attitude and retail brand image. The study revealed that the location and environment of a retail store do not significantly impact consumers' evaluation of the brand. The study's findings also indicated that employee attitude fully mediates the connection between retail store location and environment, retail brand image, and the association between retail pricing and retail brand image, but partially mediates the connection between retail stock/brand quality and retail brand image. This study addresses a subject matter that is rarely covered in retail literature: the function of employee attitudes as a mediator between marketing mix and brand image in retail settings, particularly in emerging markets. The study builds on the Theory of Reasoned Action (TRA) and Stimulus-Organism-Response Theory (S-O-R) by providing new insights into a largely unstudied area of retail marketing dynamics. Specifically, it deepens our understanding of how customer perceptions of employee attitudes shape a retail firm's image and reputation. The findings of this study suggest that retail managers should prioritize effective management of retail stock and product quality as a strategy for competitive advantage. Additionally, it is imperative for them to invest significantly in employee training. This investment is crucial as the study highlights the impact of employees' attitudes on the perception and reputation of the retail brand. Therefore, fostering positive employee attitudes through comprehensive training programs is essential for enhancing brand perception and gaining a competitive edge in the market.
Dzogbenuku et al. (Tue,) studied this question.