Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/12974
Title: From Armani to Zara: Impression formation based on fashion store patronage
Authors: WILLEMS, Kim 
JANSSENS, Wim 
SWINNEN, Gilbert 
BRENGMAN, Malaika 
STREUKENS, Sandra 
VANCAUTEREN, Mark 
Issue Date: 2012
Source: Journal of Business Research, 65(10), p.1487-1494.
Abstract: Fine fashion and fast fashion are ever converging. Just as consumers buy luxury fashion brands to express or enhance their self-image, so also can they patronize fashion stores with a self-congruent personality positioning. This article addresses the following research question: Do people use store personality traits to infer store patron personality traits? Two studies based on the continuum model of impression formation examined this question. The findings of a consumer survey (study 1) demonstrate that people do indeed associate particular stereotypes with a store’s patrons. The experiment in study 2 shows that the impression formed of others may substantially differ depending on the shopping bag (i.e., external cue of store patronage) the other carries. Apparently, besides “dress to impress”, consumers may also well mind where they shop. Retailers can benefit from creating a particular store personality as a unique selling proposition. A trend for luxury brand managers to attend to.
Keywords: impression formation; store personality; store patronage; symbolic value; retail branding; shopping bag
Document URI: http://hdl.handle.net/1942/12974
ISSN: 0148-2963
e-ISSN: 1873-7978
DOI: 10.1016/j.jbusres.2011.10.015
ISI #: 000309022300012
Category: A1
Type: Journal Contribution
Validations: ecoom 2013
Appears in Collections:Research publications

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