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The Effect of the Congruity between Self-Image and Image of a Multi-Brand Store on Store Attributes and Consumer Responses
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 Title & Authors
The Effect of the Congruity between Self-Image and Image of a Multi-Brand Store on Store Attributes and Consumer Responses
Kim, Ka Hyun; Park, Minjung;
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 Abstract
Based on the self-congruity theory, this study investigated how congruity between multi-brand store image and consumers` self-image affect store attributes and consumer responses. A total of 331 questionnaires were used to analyze data. The results of research were: 1) `Sophistication` as the congruity factor between store image and consumers` self-image affected `utility`, `atmosphere`, and `design` among store attribute factors. Also, `sincerity` influenced `utility` as the store attribute factor. 2) `Atmosphere` as the store attribute factor positively influenced consumers` emotional responses, and `utility` and `design` factors positively influenced consumers` cognitive responses. 3) Consumers` emotional responses had a positive impact on consumers` cognitive responses; in addition, consumers` emotional and cognitive responses had positive impacts on consumers` behavioral responses. 4) A-Land indicated higher scores on `sophistication`, `atmosphere`, and `design` factors than ABC Mart. ABC Mart had shown higher scores on `ruggedness` and `utility` factors than A-Land. This study provides practical implications to develop effective marketing strategies to manage multi-brand stores.
 Keywords
Multi-brand store;Self-congruity;Store attributes;Consumer responses;
 Language
Korean
 Cited by
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