... of retailers affects store image perceptions at different levels in both countries. Also, significant differences arise across age, gender, and education in both countries, but not across household income categories. Research limitations/implications Respondents were customers of only two emerging markets...

... familiarity on SB purchase behaviour. Findings Results indicate that store image perceptions, SB price‐image, value consciousness, and SB attitude have significant and positive influence on SB purchase behaviour. Store familiarity positively influences SB choice, but not SB purchase intention. None...