کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017861 940319 2013 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Get the picture? Visual servicescapes and self-image congruity
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Get the picture? Visual servicescapes and self-image congruity
چکیده انگلیسی

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.

Research highlights
► Extends consumer-brand relationship theory to retail brands.
► Utilizes photo-elicitation technique in a retail setting.
► Explores the importance of self-image congruity in a retail consumer context.
► Validates importance of visual servicescape in retail consumers' emotional connection.
► Creates a taxonomy of retail consumer types based on affective visual response.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 66, Issue 7, July 2013, Pages 839–846
نویسندگان
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