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

Jiyoung Kim; Sejin Ha

Consumer Behavior

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

Authors: Jiyoung Kim (University of North Texas) , Sejin Ha (University of Tennessee)

Abstract

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).