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Get the picture? Visual servicescapes and self-image congruity

  • Breazeale, Michael
  • Ponder, Nicole
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    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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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311001962
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 7 ()
    Pages: 839-846

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:7:p:839-846
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. 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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    4. 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, vol. 39(6), pages 1010-1026, September.
    5. Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, University of Chicago Press, vol. 9(3), pages 287-300, December.
    6. Babin, Barry J. & Darden, William R., 1996. "Good and bad shopping vibes: Spending and patronage satisfaction," Journal of Business Research, Elsevier, vol. 35(3), pages 201-206, March.
    7. 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.
    8. Sherry, John F, Jr, 1990. " A Sociocultural Analysis of a Midwestern American Flea Market," Journal of Consumer Research, University of Chicago Press, vol. 17(1), pages 13-30, June.
    9. Michon, Richard & Chebat, Jean-Charles & Turley, L. W., 2005. "Mall atmospherics: the interaction effects of the mall environment on shopping behavior," Journal of Business Research, Elsevier, vol. 58(5), pages 576-583, May.
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    11. Katherine White & Darren W. Dahl, 2007. "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence," Journal of Consumer Research, University of Chicago Press, vol. 34(4), pages 525-536, 06.
    12. 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.
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