Please use this identifier to cite or link to this item:
|Title:||Store personality as a source of customer value||Authors:||WILLEMS, Kim
|Issue Date:||2012||Abstract:||Customer value has been considered a strategic imperative in the retail environment, since the customer is more value conscious than ever before (Sweeney and Soutar 2001). In this study, the authors investigate store personality as a potential source of value. Furthermore, they examine the mediating role of customer value in the relationship between store personality and two key outcome variables (i.e., satisfaction and loyalty). Additionally, they investigate self-congruence (i.e., the match between store personality and the personality of the customer), as a potential moderator in the store personality – customer value relationship. The findings of this study provide support for the strategic role of store personality and the mediating impact of customer value therein. However, we did not find support for the moderating role of self-congruence. This implies that store personality is valued by the customer, regardless of whether the store’s personality matches the customer’s self-concept.||Keywords:||Store personality; customer value; self-congruence; retailing; satisfaction; loyalty; positioning.||Document URI:||http://hdl.handle.net/1942/12983||Category:||R2||Type:||Working Paper|
|Appears in Collections:||Research publications|
Show full item record
checked on May 22, 2022
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.