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Identities and Store Image Formation: A Study of Retail Consumer Store Choice Behaviour

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Author Info
Kaul Subhashini

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Abstract

This theoretical paper develops a series of models applying social identify theory to the retail content. The shopper is conceived of as an 'actor' whose self-image and related identities impact store image perceptions. The paper address how identify conflicts are likely to be resolved by a shopper and takes into account the 'ideal' and 'actual' selves. Suggestions are provided as to how retailers could employ 'symbolic cues' to address different operating identities.

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File URL: http://www.iimahd.ernet.in/publications/data/2006-10-05_skaul.pdf
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Publisher Info
Paper provided by Indian Institute of Management Ahmedabad, Research and Publication Department in its series IIMA Working Papers with number 2006-10-05.

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Length: 43
Date of creation: 13 Oct 2006
Date of revision:
Handle: RePEc:iim:iimawp:2006-10-05

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