The objective of this study is to consider how symbolic acts, such as
those emphasized by Wal-Mart, affect retail store choice. Acts with mu
ch symbolic meaning include support of community charities, frontdoor
greeters, and patriotic displays. In logit analyses of survey data fro
m low-priced department store shoppers in the Atlanta, Chicago, Indian
apolis, Dallas/Fort Worth, and Kingston, Canada markets, it was found
that being identified as having a strong community reputation not only
directly affected store choice, but also moderated the effect of the
other determinant price, value, and location attributes.