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Image and personality: two complementary tools to position and differentiate retailers

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  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Cindy Lombart

    (Audencia Recherche - Audencia Business School)

Abstract

The objective of this research is to study retailers' positioning and the way they are different from each other through the concepts of image and personality. To illustrate this point, eight retailers in three sectors (grocery, clothing and sport articles) that are leading retailers in France in their respective sectors are considered. The tools studied, image, and personality, are, thus, applicable to generalists (in the grocery sector) and specialists (in the clothing and sport articles sectors), as well as to retailers providing utilitarian products (in the grocery sector) and retailers providing symbolic products (in the clothing sector). This research highlights the stronger differentiating power of the concept of personality compared to the concept of image. It also indicates that these tools are complementary. While the concept of image focuses on functional attributes of retailers, the concept of personality concentrates on their symbolic characteristics.

Suggested Citation

  • Didier Louis & Cindy Lombart, 2011. "Image and personality: two complementary tools to position and differentiate retailers," Post-Print hal-00771839, HAL.
    • Handle: RePEc:hal:journl:hal-00771839
    Note: View the original document on HAL open archive server: https://hal.science/hal-00771839
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    File URL: https://hal.science/hal-00771839/document
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    References listed on IDEAS

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    1. K. Jöreskog, 1971. "Statistical analysis of sets of congeneric tests," Psychometrika, Springer;The Psychometric Society, vol. 36(2), pages 109-133, June.
    2. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
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    Cited by:

    1. Gopal Das & Kalyan Kumar Guin & Biplab Datta, 2013. "Impact of Store Personality Antecedents on Store Personality Dimensions: An Empirical Study of Department Retail Brands," Global Business Review, International Management Institute, vol. 14(3), pages 471-486, September.
    2. Banu Kulter Demirgunes, 2014. "The Antecedents of Store Image and Customer Satisfaction," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 3(3), pages 48-62, July.

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