Identities and Store Image Formation: A Study of Retail Consumer Store Choice Behaviour
Abstract
This theoretical paper develops a series of models applying social identify theory to the retail content. The shopper is conceived of as an 'actor' whose self-image and related identities impact store image perceptions. The paper address how identify conflicts are likely to be resolved by a shopper and takes into account the 'ideal' and 'actual' selves. Suggestions are provided as to how retailers could employ 'symbolic cues' to address different operating identities.
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- Working Papers [2627]