store image. Moreover, customer knowledge of retailers affects store image perceptions at different levels in both countries … emerging markets. Practical implications The paper shows both differences and similarities in store image perceptions in … differences and similarities between Brazilian and Vietnamese customers in terms of store image perceptions. It shows that store …

-image, store image perceptions, SB perceived value and SB purchase intention have significant and positive direct or indirect …

, whereas store image perceptions have no direct effect on it. Some investigated relationships differ across store formats …

image perceptions, SB price‐image, value consciousness, and SB attitude have significant and positive influence on SB … of value consciousness, store image perceptions, and SB price‐image on SB purchase behaviour. They also show greater …