A strong store personality as a source of perceived customer value

Abstract

This research study aimed to examine if there exist a relationship between store personality and customer value and how this relationship in influenced by hedonic and utilitarian shopping motivations. The existing literature review was confronted with a practical analysis on H&M store worldwide through a quantitative explanatory research. Firstly, the personality of H&M store was measured using the scale developed by d'Astous and Levesque (2003), which in turn derives from the scale developed to measure brand personality by Aaker (1997). The same as brand personality, store personality has been proven to be an unique element that differentiate a store from a another and plays an important role in creating competitive advantage (Blankson and Crawford, 2012; Ventura, Tatlidil et. al 2012). What remained unknown is if store personality can be seen as a source of customer value, which will be measured using Holbrook's Typology of Customer Value (1991). This led to the main objective of thi