The Effect of Retailer Perceived Isomorphism and Performative Action on Legitimacy, Word-Of-Mouth and Purchase Intention
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).
Keywords: Purchase intention, Perceived Isomorphism, WOM, Legitimacy
How to Cite:
Kim, J. & Ha, S., (2013) “The Effect of Retailer Perceived Isomorphism and Performative Action on Legitimacy, Word-Of-Mouth and Purchase Intention”, International Textile and Apparel Association Annual Conference Proceedings 70(1).