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Title: Fashion store personality: Scale development and relation to self-congruity theory
Authors: WILLEMS, Kim 
SWINNEN, Gilbert 
BRENGMAN, Malaika 
Issue Date: 2011
Source: Journal of Global Fashion Marketing, 2(2), p. 1-11
Abstract: Like consumers buy luxury fashion brands to express or enhance their self-image, so can they be expected to patronize fashion stores with a personality positioning that matches their self-concept. This paper first presents a store personality scale development, tailor-made for fashion retailing, in order to account for the phenomenon of “concept-scale interaction”. Fifty-one individual interviews applying repertory grid analysis result in a preliminary list of humanlike adjectives that are attributable to fashion stores. A subsequent consumer survey (n = 481) leads to the identification of five underlying fashion store personality (FSP) dimensions: “chaos”, “innovativeness”, “sophistication”, “agreeableness”, and “conspicuousness”. In the second part of this study, the association between FSP and the consumers’ personality is visualized in a multidimensional scaling analysis. Finally, the findings of a stepwise multiple discriminant analysis indicate that chaos and sophistication are the two FSP dimensions that consumers mind most when choosing a fashion store to patronize.
Keywords: Store personality scale; self-congruity; repertory grid analysis; correspondence analysis; discriminant analysis
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Category: A1
Type: Journal Contribution
Validations: vabb 2012
Appears in Collections:Research publications

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