The Effect of the Congruity between Self-Image and Image of a Multi-Brand Store on Store Attributes and Consumer Responses

편집숍의 점포 개성과 자아이미지의 일치성이 점포 속성과 소비자 반응에 미치는 영향

Kim, Ka Hyun;Park, Minjung

  • Received : 2014.12.03
  • Accepted : 2015.09.21
  • Published : 2016.02.29


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.


Multi-brand store;Self-congruity;Store attributes;Consumer responses


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