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Gaining legitimacy is an integral part of every business that seeks to provide justification for its existence within the society (Cheit, 1964). Organizational legitimacy, as a status granted by a society system (Ashforth & Gibbs, 1990), is defined as the “generalized perception or assumption that the actions of an entity are desirable, proper, or appropriate within a society system” (Suchman, 1995, p. 574).

The Effect of Retailer Perceived Isomorphism and Performative Action on Legitimacy, Word-Of-Mouth and Purchase Intention