Cited by 1Consumer Retail Behavior StudiesCustomer Service Quality and LoyaltyConsumer Market Behavior and Pricing

Exploring the influence of flagship store experience and consumer interactions on purchase behaviour

Open access
Lourenco, Carlos Eduardo, Madeira, Jullianna Chenu, Santos, Vanessa Martins·2025·ReMark - Revista Brasileira de Marketing

Abstract

Purpose: Flagship stores are designed to provide the ultimate shopping experience, substantially improving customer satisfaction and loyalty in competitive retail markets. This study investigates how customer experience (CX) influences retail success in Brazil by comparing customer perceptions and experiences in flagship and conventional stores. Design/methodology/approach: A survey was collected from 220 participants in a Brazilian fitness store chain and analysed with multiple analytical techniques. Initially, analysis involved a multigroup partial least squares structural equation modelling (PLS-SEM) framework to assess measurement models and structural relationships, followed by necessary condition analysis (NCA) to identify essential antecedents required for positive customer experiences and high purchase intentions. Main Findings: The results indicate that CX significantly influences retail purchase intentions, with no substantial differences in how this effect manifests in flagship versus conventional store formats. However, additional value perceptions specific to flagship stores, along with physical ambiance and cognitive-emotional customer connections, have emerged as necessary conditions to augment CX. Theoretical contribution: This study adds to retail theory by exploring CX across different retail environments using an integrated PLS-SEM and NCA methodology. Practical contribution: This encourages retailers to integrate effective interpersonal interactions, strategic marketing efforts, and value-added services to enhance customer satisfaction and cultivate loyalty. Relevance/Originality: This study empirically validates how customer experience elements drive purchase decisions across flagship and conventional stores. The study urges retailers to enhance customer satisfaction and loyalty through effective interactions and marketing, while showcasing the value of combining PLS-SEM and NCA.

AI snapshot

Written from the paper’s full text.

TL;DR

This exploratory quantitative study compares customer experience (CX) drivers of purchase intention (PI) between a flagship store and a conventional store of a Brazilian sportswear franchise, using PLS-SEM plus necessary condition analysis (NCA) on 220 consumers. It finds CX strongly predicts PI in both formats (stronger in the flagship store) and identifies additional value and cognitive-emotional components as the most binding necessary conditions.

Key findings

  • CX significantly predicted PI in both groups, with a slightly stronger path in the flagship store (0.883) than the conventional store (0.855); the second-order model's R² was 0.758 and the CX→PI effect size f² was 3.126.
  • All seven additive hypotheses (H1–H7) were confirmed; of the necessity hypotheses, H1NCA, H2NCA and H6NCA were confirmed, H3NCA and H4NCA were not confirmed, and H5NCA was partially confirmed.
  • NCA effect sizes ranked additional value (AV) highest (d = 0.304, p < 0.001), then physical dimension (PD, d = 0.271), cognitive-emotional components (CEC, d = 0.237), human interaction (HIF, d = 0.159), marketing (MKT, d = 0.110) and main service (MS, d = 0.044).
  • In the bottleneck analysis, AV was the main bottleneck (required even at the lowest PI levels, reaching 60.2% at the highest PI tier), followed by PD (61.1%) and CEC (50.9%); MS (20.4%) and MKT (30.7%) were the least binding, and HIF was not necessary up to 40% of observed PI.

Methods

  • Cross-sectional survey of 220 customers of a Brazilian sportswear franchise, split equally between a recently inaugurated flagship store (n = 110) and conventional stores (n = 110); non-probabilistic sample sized via G*Power, respondents aged 18–75 who had bought a retail-branded product in person in the past year.
  • Questionnaire with 24 five-point Likert items drawn from validated scales (Garg et al., 2014; Walls, 2013) covering six CX dimensions (PD, CEC, HIF, MS, MKT, AV) plus PI, and four demographic questions; back-translated English–Portuguese and pretested with seven customers.
  • Analysis in SmartPLS 3.3.3 using PLS-SEM with CX as a reflective-reflective second-order construct (reliability, AVE, Fornell-Larcker, cross-loadings, VIF, R², f², Q², multigroup analysis with permutation), followed by NCA (10,000 iterations, CE-FDH ceiling technique) on latent variable scores in R.

Limitations

  • Stated by the authors: focus on a specific retail environment limits generalizability across formats, markets and cultures; the methodological emphasis on PLS-SEM may overlook qualitative aspects of experience; NCA identifies necessary relationships but does not establish causality; the cross-sectional design cannot capture behavioral variation over time; the disaggregated CX construct may have added model complexity.
  • Evident in the text: convergent validity was weak for two constructs (AVE of 0.428 for CEC and 0.378 for CX, below the 0.5 threshold), and the reported hypothesis table contains duplicated/mislabeled entries (e.g., "H1NCA" listed twice), which complicates verification of the necessity results.

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Integrity signals

Registry

Crossref · 10.5585/2025.27409

Cites

51 of 51 references verified0 citation errors · 0 not checkable

Statistics

Claims the paper makes

4 of 62 cited sources checked · 2 supported · 0 flagged · accuracy not yet measured

  • Findingcitation

    The coefficient of determination (R2) in the second-order model yielded a significant value of 0.758.

    “Subsequently, the coefficient of determination (R²) was evaluated in the second-order model, yielding a significant value of 0.758 (Hair et al., 2021).”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Hair et al., 2021 source
  • Findingown data

    Customer experience has a stronger direct relationship with concept stores than with other stores of the same brand.

    “Customer experience has a stronger direct relationship with concept stores than with other stores of the same brand.”
    Quote in the paperSubstantial claim
  • Findingown data

    The most significant relationship was found between CX and AV.

    “The most significant relationship was found between CX and AV (Table 3).”
    Quote in the paperNot a substantial claim
  • Findingown data

    The effect size (f2) for the CX→IC ratio was 3.126, indicating a strong predictive effect.

    “The effect size (f²) for the CX→IC ratio was 3.126, indicating a strong predictive effect.”
    Quote in the paperNot a substantial claim
  • Findingown data

    The path coefficient loadings for the relationship between CX and PI were 0.883 for customers of the concept store and 0.855 for customers of conventional stores.

    “A multigroup analysis (MGA) and permutation procedures on SmartPLS were then conducted to compare the path coefficient loadings for two groups: customers of the concept store (0.883) and customers of conventional stores (0.855).”
    Quote in the paperNot a substantial claim
  • Classified as probably not a substantial claim. 46
  • May combine two claims. 44
  • Classified as probably not a substantial claim.

    Premisecitation

    NCA is well suited for supporting quantitative exploratory research through regression-based techniques to identify enabling conditions.

    “NCA is well suited for supporting quantitative exploratory research through regressionbased techniques to identify enabling conditions (Dul, 2021;Dul et al., 2023).”
    Quote in the paperSubstantial claim1 of 2 sources checked
    • cites Dul, 2021

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

    • cites Dul et al., 2023 source

      The guidelines on theoretical justification explicitly discuss using NCA to identify necessary conditions in exploratory research. Section 4.4 describes a regression-based ceiling-line option, but the paper distinguishes NCA’s necessary-condition logic from conventional regression analysis. Thus, describing NCA generally as working ‘through regression-based techniques’ overstates the source. (LLM, conf=0.85)

      Experimental — accuracy not yet measured
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Brand equity is directly influenced by perceived value, particularly in entertainment and aesthetics, with innovation amplifying this impact.

    “Brand equity is directly influenced by perceived value, particularly in entertainment and aesthetics, with innovation amplifying this impact (Moliner-Velázquez et al., 2019).”
    Quote in the paperNot a substantial claim1 of 1 sources checked
    • cites Moliner-Velázquez et al., 2019 source

      The Abstract reports a direct, significant effect of perceived value on retailer brand equity, with entertainment making the greatest contribution. It also reports that high perceived innovation strengthens the effects of efficiency and aesthetics, not entertainment. Thus, the claim is supported in broad terms but blurs which value dimensions innovation amplifies. (LLM, conf=0.86)

      Experimental — accuracy not yet measured
  • Probably not a substantial claim: may not pass S2 (checkable).

    Premisecitation

    NCA is well-suited for this investigation as it assesses the extent to which each factor is essential for the desired outcome to occur.

    “NCA is well-suited for this investigation as it assesses the extent to which each factor is essential for the desired outcome to occur (Dul et al., 2023; Troiville et al., 2025).”
    Quote in the paperNot a substantial claim1 of 2 sources checked
    • cites Dul et al., 2023 source
    • cites Troiville et al., 2025

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • May combine two claims.

    Findingcitation

    Human interaction factor (HIF) has a sizable and significant effect size (d = 0.159, p < 0.001) exceeding the minimum d-value threshold (> 0.1).

    “Remarkably, the human interaction factor (HIF) is also not essential for flagship stores to achieve 40% of the observed PI level, despite exhibiting a sizable and significant effect size (d = 0.159, p < 0.001), which exceeds the minimum d-value threshold (> 0.1) (Dul et al., 2023).”
    Quote in the paperNot a substantial claim1 of 1 sources checked
    • cites Dul et al., 2023 source
  • May combine two claims.

    Findingown data

    The loadings for the concept store group were higher than those for the conventional store group, suggesting that the tested factors are more visible in the concept store.

    “The external loads were tested using multigroup analysis.The loadings for the concept store group were higher than those for the conventional store group, suggesting that the tested factors are more visible in the concept store.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Findingown data

    All constructs used in the model were highly significant in relation to the proposed correlations, supporting all seven tested hypotheses.

    “Statistical analysis revealed that all constructs used in the model were highly significant in relation to the proposed correlations, supporting all seven tested hypotheses.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Findingown data

    The study confirms the significant influence of physical dimensions on consumer experience (CX), highlighting the importance of store design and layout in creating an immersive shopping environment.

    “This study confirms the significant influence of physical dimensions on consumer experience (CX), highlighting the importance of store design and layout in creating an immersive shopping environment.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Findingown data

    Comprehensive service offerings and strategic marketing efforts significantly enhance the customer experience.

    “The findings suggest that comprehensive service offerings and strategic marketing efforts significantly enhance the customer experience.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Findingown data

    Additional value (AV) is a necessary condition for even the lowest values of purchase intention (PI) and emerged as the main bottleneck of the flagship store's PI.

    “The additional value (AV), as a necessary condition for even the lowest values of PI, emerged as the main bottleneck of the flagship store's PI.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Findingown data

    Main service (MS) exhibited minimal bottlenecks up to the 90th percentile, indicating it is more of a nice-to-have condition rather than a necessity.

    “MS exhibited minimal bottlenecks up to the 90th percentile, indicating that it is more of a nice-to-have condition rather than a necessity.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Findingown data

    Marketing (MKT) was not necessary for flagship stores to reach up to 20% of the observed PI level, with a maximum contribution of 30.7%.

    “Finally, marketing (MKT) was not necessary for flagship stores to reach up to 20% of the observed PI level, with a maximum contribution of 30.7%.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Findingown data

    Cognitive-emotional components (CEC) were necessary for minimal PI levels, starting at 10%, and became increasingly essential, reaching 50.9%.

    “Cognitive-emotional components (CEC) were necessary for minimal PI levels, starting at 10%, and became increasingly essential, reaching 50.9%.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Findingown data

    Additional value (AV) and cognitive-emotional components (CEC) are the primary bottlenecks and are essential for purchase intentions in flagship stores.

    “It is worth noting that while AV and CEC are the primary bottlenecks requiring attention and are essential for minimizing purchase intentions in flagship stores, PD and MKT are only slightly above this threshold, being necessary for at least of 30% of the observed PI.”
    • Also stated in: § 4.1. PLS-SEM results · plain
      “These findings highlight additional value (AV) and cognitive-emotional components (CEC) as essential features and key drivers of purchase intentions (PI) in flagship stores.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Findingown data

    Additional value components are critical for differentiating retail offerings and enhancing consumer satisfaction.

    “Finally, the results highlight additional value components that are critical for differentiating retail offerings and enhancing consumer satisfaction.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Findingown data

    Hypothesis testing results: H1, H1NCA, H2, H3, H4, H5, H6, H6NCA, and H7 were confirmed; H3NCA and H4NCA were not confirmed; H5NCA was partially confirmed.

    “H1, H1NCA, H2, H1NCA, H3, H4, H5, H6, H6NCA, H7 | Confirmed”
    • Also stated in: § 4.1. PLS-SEM results · plain
      “H3NCA, H4NCA | Not Confirmed”
    • Also stated in: § 4.1. PLS-SEM results · plain
      “H5NCA | Partially Confirmed”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Findingown data

    At 60% purchase intentions, all variables become necessary conditions, with the most influential factors being PD, AV, HIF, and CEC, each demonstrating significant and high effect sizes.

    “achieve higher levels (i.e., 60%) of purchase intentions, all variables become necessary conditions, with the most influential factors being PD, AV, HIF, and CEC, each demonstrating significant and high effect sizes.”
    Quote in the paperSubstantial claim
  • Classified as probably not a substantial claim. May combine two claims.

    Premisereasoning

    While PLS-SEM assesses the sufficiency of certain latent variables, NCA determines the minimum level of CX components necessary for purchase intention.

    “While PLS-SEM assesses the sufficiency of certain latent variables, NCA determines the minimum level of CX components necessary for purchase intention.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Premisecitation

    The consumer's relatively positive perception of the additional value of a product or service fosters more positive interactions with the brand, creating a stronger relationship between the customer and the brand.

    “The consumer's relatively positive perception of the additional value of a product or service fosters more positive interactions with the brand, creating a stronger relationship between the customer and the brand (Garg et al., 2014;Walter et al., 2010).”
    Quote in the paperNot a substantial claim0 of 2 sources checked
    • cites Garg et al., 2014 source
    • cites Walter et al., 2010 source
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Retail's evolutionary trajectory begins with economic shifts and progresses through innovations in retail behavior driven by market dynamics and cyclical models that facilitate retail modernization.

    “Retail's evolutionary trajectory begins with economic shifts and progress through innovations in retail behavior driven by market dynamics and cyclical models that facilitate retail modernization (Gauri et al., 2021;Safeer et al., 2021).”
    Quote in the paperNot a substantial claim0 of 2 sources checked
    • cites Gauri et al., 2021

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

    • cites Safeer et al., 2021 source
  • May combine two claims.

    Study design and conductown data

    Average variance extracted (AVE) was satisfactory for most constructs, except for CEC (0.428) and CX (0.378), which showed low explanatory power for the model.

    “However, the average variance extracted (AVE) calculated were satisfactory for most constructs, except for CEC (0.428) and CX (0.378), which showed low explanatory power for the model.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing).

    Premisecitation

    To remain competitive, retail stores must create unique experiences.

    “To remain competitive, retail stores must create unique experiences (Pine & Guilmore, 2013).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Pine & Guilmore, 2013

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Key touchpoints influence brand loyalty, shaped by experiences with brand interactions, employee engagement, and external social relationships.

    “This phase aligns with the broader customer journey, where key touchpoints influence brand loyalty, shaped by experiences with brand interactions, employee engagement, and external social relationships (Demmers et al., 2020).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Demmers et al., 2020 source
  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing).

    Premisecitation

    Customer experience (CX) arises from direct and indirect interactions with a product or service, including relationships with the company, brand, and frontline employees.

    “Customer experience (CX) arises from direct and indirect interactions with a product or service, including relationships with the company, brand, and frontline employees (Prentice et al., 2019).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Prentice et al., 2019 source
  • May combine two claims.

    Study design and conductown data

    Cronbach's alpha values were approximately 0.7, falling within the acceptable threshold.

    “The values of Cronbach's alpha (Table 2) were approximately 0.7, falling within the acceptable threshold.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Flagship stores transform the retail environment into immersive brand experiences, reinforcing the brand experience.

    “More than just shopping places, flagship stores transform the retail environment into immersive brand experiences, reinforcing the brand experience (Nierobisch et al., 2017), accessing diverse services, and participating in activities aligned with both brand identity and consumer needs (Bonetti & Perry, 2017).”
    Quote in the paperNot a substantial claim0 of 2 sources checked
    • cites Nierobisch et al., 2017

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

    • cites Bonetti & Perry, 2017 source
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Flagship stores are known for their personalized atmospheres and interpersonal interactions.

    “These retail environments are known for their personalized atmospheres and interpersonal interactions (Szocs et al., 2023).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Szocs et al., 2023 source
  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing).

    Premisecitation

    Beyond the physical environment, consumer experiences encompass a combination of cognitive and objective interactions, emotions, and subjective perceptions.

    “Beyond the physical environment, consumer experiences encompass a combination of cognitive and objective interactions, emotions, and subjective perceptions (Walls, 2013).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Walls, 2013

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Marketing creates elements that influence consumer profile identification and analysis, impacting factors through emotions, senses, information, and other stimuli.

    “Marketing creates elements that influence consumer profile identification and analysis, impacting factors through emotions, senses, information, and other stimuli (Garg et al., 2014;Walls, 2013).”
    Quote in the paperNot a substantial claim0 of 2 sources checked
    • cites Garg et al., 2014 source
    • cites Walls, 2013

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Key factors that define human interactions in retail are trust, friendliness, professionalism, and respect.

    “Key factors that define these interactions are trust, friendliness, professionalism, and respect (Hussein et al., 2018).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Hussein et al., 2018 source
  • May combine two claims.

    Premisecitation

    Favorable experiences can lead to positive consumer affect, which enhances perceived brand value.

    “Favorable experiences can lead to positive consumer affect, which, in turn, enhances perceived brand value (Jiang et al., 2018).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Jiang et al., 2018

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing).

    Premisecitation

    The need to project future profitability through customer-centric initiatives highlights the strategic significance of flagship stores.

    “Furthermore, the need to project future profitability through customer-centric initiatives (Gupta & Ramachandran, 2021) highlights the strategic significance of flagship stores in these contexts.”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Gupta & Ramachandran, 2021 source
  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing). May combine two claims.

    Premisecitation

    This revolution in retail disrupts sales channels and consumer-retailer interactions, necessitating a reassessment of retail strategies to enhance the overall customer experience.

    “This revolution in retail disrupts sales channels and consumer-retailer interactions, necessitating a reassessment of retail strategies to enhance the overall customer experience (Lecointre-Erickson et al., 2021).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Lecointre-Erickson et al., 2021 source
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    A store's internal environment is shaped by its merchandise, incorporating adaptable elements that engage consumers to experience visual, olfactory, and/or auditory stimuli that influence the purchasing process.

    “A store's internal environment is shaped by its merchandise, incorporating adaptable elements that engage consumers to experience the visual, olfactory, and/or auditory stimuli that influence the purchasing process (Roggeveen et al., 2020).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Roggeveen et al., 2020

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Customer experience processes can be grouped into four primary dimensions: physical elements, individual characteristics, ordinary and exceptional factors, and human interactions.

    “Customer experience processes can be grouped into four primary dimensions: physical elements, individual characteristics, ordinary and exceptional factors, and human interactions (Barann et al., 2022).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Barann et al., 2022

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Customer experience interacts with all aspects of the relationship between service and/or product, brand, and space, forming a network of touchpoints developed along the purchase process.

    “In this context, customer experience interacts with all aspects of the relationship between service and/or product, brand, and space, which are forming a network of touchpoints developed along the purchase process (Lemon & Verhoef, 2016).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Lemon & Verhoef, 2016 source
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Marketing efforts strategically shape key customer touchpoints, such as advertising, store layout, and customer service interactions, to create a more positive and seamless customer experience.

    “Marketing efforts strategically shape key customer touchpoints, such as advertising, store layout, and customer service interactions, to create a more positive and seamless customer experience (Becker and Jaakkola, 2020).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Becker and Jaakkola, 2020 source
  • May combine two claims.

    Study design and conductown data

    The cross-loading test showed satisfactory results, with each construct's indicator loading higher than the others, confirming discriminant validity.

    “The cross-loading test also showed satisfactory results, with each construct's indicator loading higher than the others, confirming discriminant validity.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing).

    Premisecitation

    Brands must now cultivate online communities to foster deeper consumer engagement and loyalty.

    “Brands must now cultivate online communities to foster deeper consumer engagement and loyalty (Nobbs et al., 2012).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Nobbs et al., 2012 source
  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing). May combine two claims.

    Premisecitation

    Flagship stores act as a brand's 'temple' or flagship location within a specific region or country, showcasing the brand as a viable entrepreneurial model that can be effectively reproduced in different contexts.

    “Flagship stores act as a brand's 'temple' or flagship location within a specific region or country, showcasing the brand as a viable entrepreneurial model that can be effectively reproduced in different contexts (Colombino, 2017).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Colombino, 2017 source
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Individuality plays a central role in this process, as companies design extraordinary experiential moments, recognizing that emotions shape consumer responses to brands based on their psychographic characteristics.

    “Individuality plays a central role in this process, as companies design extraordinary experiential moments, recognizing that emotions shape consumer responses to brands based on their psychographic characteristics (Worfel et al., 2022).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Worfel et al., 2022 source
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Flagship stores foster emotional connections, enhance entertainment value, and function as leisure destinations, supporting the success of omni-channel retail strategies.

    “These stores foster emotional connections, enhance entertainment value, and function as leisure destinations, supporting the success of omni-channel retail strategies (Roberts & Grassi, 2021).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Roberts & Grassi, 2021 source

      Checked before — its earlier verdict is held back until a new check runs.

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    The marketing and branding strategies used in flagship stores are carefully designed to create an immersive journey that captivates patrons, fosters emotional connections, and strengthens brand resonance.

    “The marketing and branding strategies used in flagship stores are carefully designed to create an immersive journey that captivates patrons, fosters emotional connections-since they are managed directly by the brand-and strengthens brand resonance, as they exclusively feature a single brand (Nagasawa, 2021).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Nagasawa, 2021 source

      Checked before — its earlier verdict is held back until a new check runs.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Several factors influence the consumer's journey during the purchasing process, including perceptions of the physical environment, product assortment, and emotional and cognitive value.

    “Several factors influence the consumer's journey during the purchasing process, including perceptions of the physical environment, product assortment, and emotional and cognitive value -key attributes that shape the brand-customer relationship (Khan et al., 2020).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Khan et al., 2020 source
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Customer experience is shaped by various factors, including cognitive-emotional, social, and sensory components, which are now conceptualized as constructs throughout the customer journey.

    “Customer experience is shaped by various factors, including cognitive-emotional, social, and sensory components, which are now conceptualized as constructs throughout the customer journey (Homburg et al., 2015).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Homburg et al., 2015 source
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    The post-purchase phase summarizes the process, with consumption playing a pivotal role in brand-customer relationships.

    “In contrast, the post-purchase phase summarizes the process, with consumption playing a pivotal role in brand-customer relationships (McColl-Kennedy et al., 2019).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites McColl-Kennedy et al., 2019 source
  • May combine two claims.

    Study design and conductcitation

    All constructs were validated, and no exclusions were necessary in the proposed model.

    “According to Hair et al. (2021), all constructs were validated, and no exclusions were necessary in the proposed model.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Hair et al., 2021 source
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Extraordinary experiences leave a significant and lasting impact on consumers, evoking strong emotional connections.

    “However, extraordinary experiences leave a significant and lasting impact on consumers, evoking strong emotional connections (Becker & Jaakkola, 2020).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Becker & Jaakkola, 2020 source
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Flagship stores are designed to deliver a powerful brand experience that enhances brand attitude, attachment, and equity.

    “Flagship stores, designed to deliver a powerful brand experience that enhances brand attitude, attachment, and equity, have become a significant component of brand strategy (Blazquez et al., 2019).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Blazquez et al., 2019

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing).

    Premisecitation

    Understanding customer experience starts with an examination of purchasing phases, during which consumers gather essential knowledge to evaluate products or services and connect them with their experiences and emotions.

    “Understanding customer experience starts with an examination of purchasing phases, during which consumers gather essential knowledge to evaluate products or services and connect them with their experiences and emotions (McColl-Kennedy et al., 2019).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites McColl-Kennedy et al., 2019 source
  • Classified as probably not a substantial claim.

    Interpretationown data

    These findings reinforce the conclusion that these hypotheses are applicable to the current retail scenario.

    “These findings reinforce the conclusion that these hypotheses are applicable to the current retail scenario.”
    Quote in the paperSubstantial claim
    • Rests on an assumption: The sample of 220 customers from a Brazilian sportswear franchise is representative of consumers in the broader current retail scenario.
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    The pre-purchase stage involves interactions between consumers, brands, environments, and employees, as well as the identification of needs and desires.

    “The pre-purchase stage involves interactions between consumers, brands, environments, and employees, as well as the identification of needs and desires (Gauri et al., 2021).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Gauri et al., 2021

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • May combine two claims.

    Study design and conductown data

    All inner VIF (between constructs) and outer VIF (observable variables) values were below 5, indicating no multicollinearity in the model.

    “All Inner VIF (between the constructs) and Outer VIF (observable variables) values were below 5, indicating no multicollinearity in the model.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Premisecitation

    Lemon and Verhoef (2016) outline three stages of the buying journey-pre-purchase, purchase, and post-purchase-each playing a crucial role in shaping consumer satisfaction and loyalty.

    “Lemon and Verhoef (2016) outline three stages of the buying journey-pre-purchase, purchase, and post-purchaseeach playing a crucial role in shaping consumer satisfaction and loyalty.”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Lemon & Verhoef, 2016 source
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Store format represents a pivotal shift in retail, as it focuses on building or reinforcing brand identity rather than solely driving direct sales.

    “Finally, store format represents a pivotal shift in retail, as it focuses on building or reinforcing brand identity rather than solely driving direct sales (Jahn et al., 2018).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Jahn et al., 2018 source
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductnone given

    A back translation method (English to Portuguese) was applied.

    “A back translation method (English to Portuguese) was applied.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

    Interpretationnone given

    The necessity-based perspective complements previous sufficiency-based insights from studies using PLS-SEM.

    “This necessity-based perspective complements previous sufficiency-based insights from studies using techniques such as PLS-SEM.”
    Quote in the paperNot a substantial claim
  • Classified as probably not a substantial claim. May combine two claims.

    Study design and conductcitation

    The questionnaire used validated scales, with items derived from Garg et al. (2014) and Walls (2013).

    “The questionnaire used validated scales, with items derived from Garg et al. (2014) and Walls (2013).”
    Quote in the paperSubstantial claim0 of 2 sources checked
    • cites Garg et al., 2014 source
    • cites Walls, 2013

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Classified as probably not a substantial claim.

    Interpretationown data

    Prioritizing investments in additional value (AV) and cognitive-emotional components (CEC) can significantly enhance purchase conversion at critical brand touchpoints, such as flagship stores.

    “Prioritizing investments in additional value (AV) and cognitive-emotional components (CEC) can significantly enhance purchase conversion at critical brand touchpoints, such as flagship stores.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Interpretationreasoning

    Consumers in concept stores are more sensitive to variations in their experiences, which justifies investment in the conceptualization of these stores.

    “Consequently, consumers in concept stores are more sensitive to variations in their experiences, which justifies investment in the conceptualization of these stores.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Study design and conductown data

    The studied models are valid within the national retail context and within the evaluated concept stores.

    “Customer experience was found to be a key determinant in the purchase intention process, confirming the validity of the studied models within the national retail context and, more significantly, within the evaluated concept stores.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S2 (checkable).

    Interpretationreasoning

    A deeper understanding and strategic application of cognitive and emotional components can enhance customer experience.

    “The findings suggest that a deeper understanding and strategic application of these components can enhance customer experience.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S2 (checkable). May combine two claims.

    Study design and conductnone given

    The results offer a comprehensive analysis and robust validation of retail constructs, strengthening the theoretical implications of factors influencing consumer experience and purchase intentions.

    “The results offer a comprehensive analysis and robust validation of retail constructs, strengthening the theoretical implications of factors influencing consumer experience and purchase intentions.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductreasoning

    The cross-sectional nature of the study's data collection may have overlooked potential variations in consumer behavior over time, limiting insights into the evolving dynamics of retail interactions and their long-term effects on customer experience and purchase intentions.

    “The cross-sectional nature of this study's data collection may have overlooked potential variations in consumer behavior over time, limiting insights into the evolving dynamics of retail interactions and their long-term effects on customer experience and purchase intentions.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisenone given

    NCA does not directly establish causality.

    “Although the NCA technique identifies necessary relationships, it does not directly establish causality.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Premisecitation

    Necessary condition analysis identifies the essential dimensions of flagship stores and quantifies the extent to which each factor contributes to the outcome.

    “Additionally, this study is complemented by necessary condition analysis, which identifies the essential dimensions of flagship stores and quantifies the extent to which each factor contributes to the outcome (Dul et al., 2023).”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Dul et al., 2023 source

      Checked before — its earlier verdict is held back until a new check runs.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductnone given

    The sample size was determined using G*Power software.

    “In this study, which employed a non-probabilistic design, the sample size was determined using G*Power software.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Interpretationown data

    Effective human interactions foster a positive shopping environment and significantly contribute to customer satisfaction and loyalty.

    “The analysis suggests that effective human interactions foster a positive shopping environment and significantly contribute to customer satisfaction and loyalty.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Study design and conductnone given

    A pretest was conducted with seven store customers, and after completing the survey, participants engaged in a 20-minute debriefing, which identified and rectified minor comprehension issues.

    “A pretest was conducted with seven store customers.After completing the survey, participants engaged in a 20-minute debriefing, which identified and rectified minor comprehension issues.”
    Quote in the paperNot a substantial claim
  • Classified as probably not a substantial claim. May combine two claims.

    Interpretationreasoning

    By designing marketing and in-store experiences, retailers can positively impact consumer perceptions and emotions, increasing purchase likelihood.

    “By designing marketing and in-store experiences, retailers can positively impact consumer perceptions and emotions, increasing purchase likelihood.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing). May combine two claims.

    Study design and conductnone given

    The use of PLS-SEM, along with results exceeding general cut-off thresholds, enhances the credibility of the findings and provides a solid foundation for the model.

    “The use of PLS-SEM, along with results exceeding general cut-off thresholds, enhances the credibility of the findings and provides a solid foundation for the model.”
    Quote in the paperNot a substantial claim
70 of 70
  • The paper relies on this without support.

    The sample of 220 customers from a Brazilian sportswear franchise is representative of consumers in the broader current retail scenario.

    “These findings reinforce the conclusion that these hypotheses are applicable to the current retail scenario.”
    “A total of 220 consumers from a Brazilian sportswear franchise participated, with responses divided equally between those who had experienced a recently inaugurated flagship store (n=110) and conventional stores (n=110).”
  • The paper relies on this without support.

    Flagship stores provide a key avenue for cultivating positive consumer experiences.

    “Flagship stores, representing an advanced stage of brand development, provide a key avenue for cultivating positive consumer experiences.”
  • The paper relies on this without support.

    Flagship stores go beyond simply offering products; they curate experiences that shape how consumers perceive and interact with brands.

    “Flagship stores go beyond simply offering products; they curate experiences that shape how consumers perceive and interact with brands.”
  • The paper relies on this without support.

    Even a store's exterior contributes to the experience, with elements that create a sense of safety, convenience, and enjoyment.

    “Even a store's exterior contributes to the experience, with elements that create a sense of safety, convenience, and enjoyment”
  • The paper relies on this without support.

    Consumers who actively engage in shaping their purchasing journey develop richer consumption experiences.

    “Consequently, consumers who actively engage in shaping their purchasing journey develop richer consumption experiences.”
  • The paper relies on this without support.

    The purchase phase involves consumer interactions during the buying process, shaping their overall experience.

    “The purchase phase involves consumer interactions during the buying process, shaping their overall experience.”
  • The paper relies on this without support.

    Flagship stores are sensory-driven spaces designed to enhance experiences and foster customer loyalty.

    “Flagship stores are sensory-driven spaces designed to enhance experiences and foster customer loyalty.”
  • The paper relies on this without support.

    Store atmosphere plays a role in shaping the purchasing process.

    “Given the role of store atmosphere in shaping the purchasing process, the following hypotheses are proposed using both additive and necessity logic (Richter et al., 2023):”
8 of 8

Statistics recomputed

Every reported test result, recomputed from its test statistic and degrees of freedom. A result shows as not adding up only once an independent check has confirmed it.

  • Consistentχ²(6) = 2.3485reported p = .885 · recomputed p = .885

    “χ2(6) = 2.3485, p = .885”

1 of 1

Self-check

Percentages, sums and reported differences re-computed from the paper’s own numbers.

Each contradiction between two passages listed here was confirmed by an independent check.

  • Perfect ceiling accuracy called poor

    Minor

    The paper calls 97.3% and 99.1% ceiling accuracies high, but calls MS's 100% ceiling accuracy poor.

  • CEC effect size described as both medium and high

    Minor

    The results explicitly classify CEC's effect size as medium, but later include CEC among factors said to have high effect sizes.

  • Not all AVE values meet the paper's validity criterion

    Minor

    The paper states that an AVE of at least 0.5 indicates good convergent validity, but reports AVEs of 0.428 for CEC and 0.378 for CX. Its subsequent statement that all constructs were validated is inconsistent with that criterion.

  • CEC loading is higher for conventional stores

    Minor

    The blanket claim that concept-store loadings were higher conflicts with Table 3: the CEC loading is 0.900 for flagship stores and 0.916 for conventional stores.

4 of 4

Cites

Flagged first, then by citations

Cited by

Sorted by citations

Authors
Lourenco, C. E., Madeira, J. C., & Santos, V. M.
Affiliations
Escola de Administração de Empresas de São Paulo (BR)
Venue
ReMark - Revista Brasileira de Marketing
Published
2025-09-30
Volume
24
Issue
3
Pages
e27409
ISSN
2177-5184 (ISSN-L)
OpenAlex
W4414640248
Cited by
1
References
44
Citations by year
2026: 1
FWCI
1.12
Type
journal article
Language
en
Open access
Locations
ReMark - Revista Brasileira de Marketing (publishedVersion, cc-by-nc-sa)
Funders
Universidade Presbiteriana Mackenzie
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
flagship stores, customer experience, purchase intention, consumer interaction, customer satisfaction, customer loyalty, perceived value, necessary condition analysis

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Claims read by deepseek-v4.1-flash under definition version 3 (extract-v3) on 2026-11-06.

Classified by jev-1.13-20260917 (gold-guideline-v0.2) on 2026-11-06.

Cited sources are checked by gpt-6-sol.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

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