Store Personality As a Source of Customer Value

The findings of a consumer survey (n = 206) confirm the impact of store personality on satisfaction and loyalty, mediated by customer value. The hypothesized moderating role of self-congruence is not supported, implying that store personality is valued by customers, regardless of whether the store’s personality matches the customer’s self-concept.


Kim Willems, Sara Leroi-Werelds, and Sandra Streukens (2012) ,"Store Personality As a Source of Customer Value", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 618-619.


Kim Willems, Vrije Universiteit Brussel and Hasselt University, Belgium
Sara Leroi-Werelds, Hasselt University, Belgium
Sandra Streukens, Hasselt University, Belgium


NA - Advances in Consumer Research Volume 40 | 2012

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