Get the picture? Visual servicescapes and self-image congruity
Examination of consumers' relationships with brands is available in depth only for the last decade. As brand relationship theory evolves from the early stages, researchers across disciplines have examined multiple theoretical traditions for guidance. To explore the reasons that consumers form relationships with some retailers, the authors borrow a method from the field of anthropology — the photo-elicitation technique. This method allows researchers to explore the deeply-held emotional responses that consumers have to retail servicescapes and provides insight regarding the specific factors that encourage the formation of lucrative relationships between consumer and retailer. The study finds and names five categories of relationships that differ on perceived self-image congruity and involvement: Perfect Matches, Mismatches, Fair-Weather Friends, Best Friends, and Acquaintances. A better understanding of these relationships may benefit both researchers and practitioners.
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- Chebat, Jean-Charles & Sirgy, M. Joseph & St-James, Valerie, 2006. "Upscale image transfer from malls to stores: A self-image congruence explanation," Journal of Business Research, Elsevier, vol. 59(12), pages 1288-1296, November.
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- Sirgy, M. Joseph & Lee, Dong-Jin & Johar, J.S. & Tidwell, John, 2008. "Effect of self-congruity with sponsorship on brand loyalty," Journal of Business Research, Elsevier, vol. 61(10), pages 1091-1097, October.
- Bart J. Bronnenberg & Carl F. Mela, 2004. "Market Roll-Out and Retailer Adoption for New Brands," Marketing Science, INFORMS, vol. 23(4), pages 500-518, September.
- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-73, March.
- Moore, David J. & Homer, Pamela Miles, 2008. "Self-brand connections: The role of attitude strength and autobiographical memory primes," Journal of Business Research, Elsevier, vol. 61(7), pages 707-714, July.
- Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Oxford University Press, vol. 9(3), pages 287-300, December.
- Meera Venkatraman & Teresa Nelson, 2008. "From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(6), pages 1010-1026, September.
- Sherry, John F, Jr, 1990. " A Sociocultural Analysis of a Midwestern American Flea Market," Journal of Consumer Research, Oxford University Press, vol. 17(1), pages 13-30, June.
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