Am I cheap? Testing the role of store personality and self-congruity theory in discount retailing

Kim Willems, Gilbert Swinnen

Research output: Chapter in Book/Report/Conference proceedingMeeting abstract (Book)

Abstract

This study examines whether consumer perceptions of store personality differ according to the
store's format (hard-discount versus soft-discount and value retailing). A consumer survey (n = 306)
is conducted in which respondents are asked to rate these retail formats in terms of five store
personality (SP) dimensions (cf. d'Astous and Lévesque, 2003) and on self-congruity (SC).
The findings of both repeated measures ANOVA and hypothesis testing of proportion difference
indicate that the three formats differ significantly in terms of all five SP dimensions. Moreover,
consumers perceive a greater match between their self-concept and the value retailer' s personality
than the discounter's. A PLS model is estimated linking SP and SC to store loyalty and word-ofmouth
intentions (WOM). The measurement model of d'Astous and Lévesque is only partially
confirmed by the data. The effect of SC is found to dominate in explaining loyalty and WOM.
These results provide valuable insights for optimizing retail positioning strategies.
Original languageEnglish
Title of host publicationEuropean Association for Education and Research in the Commercial Distribution
EditorsCristina Zilliani
Publisher16th EAERCD 2011 (Parma, 29 June 2011 - 2 July 2011)
Publication statusPublished - 29 Jun 2011
EventUnknown -
Duration: 29 Jun 2011 → …

Publication series

NameEuropean Association for Education and Research in the Commercial Distribution

Conference

ConferenceUnknown
Period29/06/11 → …

Bibliographical note

Cristina Zilliani

Keywords

  • store personality
  • self-congruity
  • discount retailing
  • value retailing
  • symbolic value
  • PLS analysis

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