Date of Award


Degree Type

Thesis - ECU Access Only

Degree Name

Doctor of Philosophy


School of Marketing, Tourism and Leisure


Faculty of Business and Law

First Advisor

Dr Katherine Mizerski


The current study was designed to provide a quantitative measure of the influence of store name, brand name, and store atmospherics on retail preference in a study of the retailing industry in Udon Thani province, Thailand. The objectives of this study are twofold, (I) to examine the extent to which perceived store value is related to store preference, and (2) to examine the relationship between perceptions of store name, brand name, store atmospherics, and store value. The research included a pilot test using undergraduate business students in Rajabhat Institute, Udon Thani for pretesting of the questionnaire items. Following this, the investigation into store image attributes and store value perceptions necessitated uncovering variables of interest. To do this a large-scale field study was conducted. The study consisted of surveying 430 households in Udon Thani province and 310 households in Khon Khaen province using a structured questionnaire. Respondents were asked to rate, on a seven-point semantic differential and Likert scale, their agreement or disagreement on various store image attributes. L1SREL 8.30 was used for data analysis since the proposed model is a simultaneous system of equations having latent constructs and multiple indicators. Further quantitative techniques, such as factor analysis, correlation, multiple regression, and chi-square, were also employed. The study found that consumers' perceived quality-value mediates the effects of perceived brand name and store atmospherics on store preference (behavioural intention to buy). In addition, consumers' perceived brand name has a more significant influence than store atmospherics on perceived quality-value. However, store atmospherics has a more significant role in influencing consumers' store preference than does consumers' perceived brand name.