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The effects of circular format on store patronage: An Italian perspective

Author

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  • de Cosmo, Lucrezia Maria
  • Piper, Luigi
  • Nataraajan, Rajan
  • Petruzzellis, Luca

Abstract

The circular format is a cluster of heterogeneous stores under the same brand within the city center through the store-outside-a-store strategy. The purpose is to demonstrate that the circular format has a positive impact on store image, self-congruity, retail brand experience, and store patronage. Shopping values were also considered as moderators. Three studies conducted in Italy reveal that: a. the consumers of the circular format have higher store patronage than those of the traditional format; b. such patronage is moderated by hedonic shopping value; and c. the relationship between the circular format and store patronage is mediated by self-congruity and retail brand experience through store image.

Suggested Citation

  • de Cosmo, Lucrezia Maria & Piper, Luigi & Nataraajan, Rajan & Petruzzellis, Luca, 2022. "The effects of circular format on store patronage: An Italian perspective," Journal of Business Research, Elsevier, vol. 140(C), pages 430-438.
    • Handle: RePEc:eee:jbrese:v:140:y:2022:i:c:p:430-438
    DOI: 10.1016/j.jbusres.2021.11.013
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