Abstract

• In this study, consumers’ attitude towards single-brand apparel retailers was emphasized by using the Stimulus-Organism-Response (SOR) model and the study was conducted as the stimuli (the traditional store atmospheric cues such as social cues, design cues, and ambience cues) within the single-brand apparel retailers in Mandalay. This study explores the effect of stimulus on consumers’ response (approach-avoidance behaviors) through the internal evaluation states (cognitive and affective evaluation). Systematic simple random sampling method was employed to collect data from the 36 single-brand apparel retail stores of 13 brand types and responses of 720 consumers were used for the data analyses. The data were analyzed by using multiple regression analysis. This study found that store atmospheric cues (social cues, design cues, and ambience cues) have an influence on the internal evaluations and ultimately reach to the approach behavior towards single-brand apparel retailers in Mandalay