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With increasing interests in experiential retail, several fashion brands create a consumer-engaged "retail-tainment" offering entertainment activities and events in the brick-and-mortar retail space that consumers can partake in. The purpose of this study was to investigate the effect of consumer-engaged "retail-tainment" on consumer's store perceptions (e.g., perceived store value, store innovativeness, store entertainment, store distinctiveness) and store loyalty in the context of a fashion retail store. The moderating effect of market mavenism was also assessed. Data were collected from undergraduates (n= 210) enrolled at Eastern University in the U.S. Structural equation modeling revealed that the retailer's offering of consumer-engaged "retail-tainment" had an impact on consumer's perception of store value, innovativeness, entertainment, and distinctiveness. Perceived store innovativeness, entertainment, and distinctiveness all had positive effects on store loyalty but not store value. There was a significant moderating effect of market mavenism on the relationship between store perceptions and store loyalty.

Saving Brick-and-Mortar Retail: Effects of Consumer-Engaged “Retail-tainment” on Consumers’ Store Perceptions and Store Loyalty