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|Title: ||Store personality impression formation: Comparing grocery and fashion retailing|
|Authors: ||Brengman, Malaika|
Mikolacjzak - De Grauwe, Kalina
|Issue Date: ||2012|
|Abstract: ||Purpose – The ultimate aim of this study is to assess the extent to which sources of store
personality inferences are generalizable across different retail sectors.
Design/methodology/approach – A qualitative exploratory study was undertaken with a
convenience sample of Belgian adult respondents in order to systematically assess the
connotations in a grocery retailing context of the 34 different store personality trait descriptors
put forward by d’Astous and Lévesque (2003). Results of the current study were compared
with similar findings from a previous study in a fashion retailing context conducted by
Brengman and Willems (2009).
Findings – This study identifies the similarities and differences in the factors people use to
infer grocery versus fashion store personalities. One of the main elements capable of invoking
store personality associations in both retail contexts is found to be the “store atmosphere”.
Depending on the retail context we also identified differences in the way consumers form an
impression of a store’s personality.
Practical implications – A better understanding of the determinants of store personality is
essential for retail managers who want to (re)position their stores. The present study presents
an overview of (actionable) elements that retail managers could manipulate in order to
establish store personality.
Originality/value – The current empirical study is the first to investigate the antecedents of
store personality in a grocery retailing context. By comparing the results of the current study with a similar study in a fashion retailing context we are able to determine the role of the
specific retail context in store personality impression formation.|
|Type: ||Working Paper|
|Appears in Collections: ||Marketing|
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