کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018105 940328 2012 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
From Armani to Zara: Impression formation based on fashion store patronage
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
From Armani to Zara: Impression formation based on fashion store patronage
چکیده انگلیسی

Fine fashion and fast fashion are ever converging. Just as consumers buy luxury fashion brands to express or enhance their self-image, so also can they patronize fashion stores with a self-congruent personality positioning. This article addresses the following research question: Do people use store personality traits to infer store patron personality traits? Two studies following the continuum model of impression formation examine this question. The findings of a consumer survey (study 1) demonstrate that people do indeed associate particular stereotypes with a store's patrons. The experiment in study 2 shows that the impression of others may substantially differ depending on the shopping bag (i.e., external cue of store patronage) the other carries. Apparently, besides “dress to impress”, consumers may also well mind where they shop. Retailers can benefit from creating a particular store personality as a unique selling proposition: a trend for luxury brand managers to attend to.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 65, Issue 10, October 2012, Pages 1487–1494
نویسندگان
, , , , , ,