Shahid Beheshti University Journal of Business Management Perspective 2251-6050 19 44 2021 02 19 Designing a store brand competitiveness model based on environmental stimuli In chain stores Designing a store brand competitiveness model based on environmental stimuli In chain stores 13 40 100861 10.48308/jbmp.19.44.13 FA Mohamad Nurani PhD. Candidate, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran Hossein Rezaei Dolatabadi Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran Majid Mohammad Shafiee Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran 0000-0002-2222-6006 Journal Article 2020 12 15 Abstract<br />Objective: The purpose of this study is to design a store brand competitiveness model for chain stores through store brand characteristics and customers' responses to environmental stimuli of chain stores.<br />Method: Using a quantitative approach as well as structural equation model, this study seeks to formulate and design a model of store environmental stimuli to achieve a competitiveness model in the field of store brand creation. This research is applied in terms of purpose and descriptive in nature. To collect the data, the questionnaire approach was considered along with library studies. The statistical population of this study was customers of convenience stores in Tehran. 384 questionnaires were distributed among samples members.<br />Results: Findings showed that environmental stimuli have a positive and significant effect on brand authenticity and shopping experience and brand authenticity can affect shopping experience and brand attachment and store brand image. The results also showed that brand authenticity and store brand image have a significant effect on the competitive position of chain stores..<br />Conclusion :This study showed that in order to achieve increased competitiveness and create a unique competitive advantage, stores can, with proper management of external and internal environmental stimuli, create the necessary conditions to create store brand competitiveness through the dimensions of brand authenticity, brand attachment, brand image and shopping experience. Abstract<br />Objective: The purpose of this study is to design a store brand competitiveness model for chain stores through store brand characteristics and customers' responses to environmental stimuli of chain stores.<br />Method: Using a quantitative approach as well as structural equation model, this study seeks to formulate and design a model of store environmental stimuli to achieve a competitiveness model in the field of store brand creation. This research is applied in terms of purpose and descriptive in nature. To collect the data, the questionnaire approach was considered along with library studies. The statistical population of this study was customers of convenience stores in Tehran. 384 questionnaires were distributed among samples members.<br />Results: Findings showed that environmental stimuli have a positive and significant effect on brand authenticity and shopping experience and brand authenticity can affect shopping experience and brand attachment and store brand image. The results also showed that brand authenticity and store brand image have a significant effect on the competitive position of chain stores..<br />Conclusion :This study showed that in order to achieve increased competitiveness and create a unique competitive advantage, stores can, with proper management of external and internal environmental stimuli, create the necessary conditions to create store brand competitiveness through the dimensions of brand authenticity, brand attachment, brand image and shopping experience. https://jbmp.sbu.ac.ir/article_100861_9c54853a2b39e4361d8694901ea89708.pdf