Fashion store personality: Scale development and relation to self-congruity theory, a retrospective commentary

Willems, Kim; Brengman, Malaika

doi:10.1080/20932685.2019.1611465

Cited by 6 publications

(7 citation statements)

References 54 publications

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“…In line with previous studies (Sung et al, 2015, Gurzki & Woisetschläger, 2017, the results confirm that the personality congruence structure is based on five dimensions (prestige, emotion, trust, anxiety and order), therefore achieving a generalizable result and allowing us to propose a replicable method. Secondly, our study enriches the literature on personality congruence by also investigating the role of the store personality, which has received little attention to date (Das, 2014b;Willems & Brengman, 2019).…”

Section: Theoretical Implicationsmentioning

confidence: 85%

“…More recently, it has been shown that store personality has a positive impact on store loyalty (Das, 2014a). Despite the increasing scholarly interest in store personality, its impact on consumer store choice behavior is still relatively unexplored (Das, 2014b;Willems & Brengman, 2019). In this regard, it has been shown that luxury stores have the capacity to further strengthen the firm's position as a powerful luxury brand and can enhance a customer-brand association (Moore, 2010).…”

Section: Store Personalitymentioning

confidence: 99%

See 1 more Smart Citation

Does personality congruence explain luxury brand attachment? The results of an international research study

Donvito

Aiello

Laura

et al. 2020

Journal of Business Research

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Section: Theoretical Implicationsmentioning

confidence: 85%

Section: Store Personalitymentioning

confidence: 99%

Does personality congruence explain luxury brand attachment? The results of an international research study

Donvito

Aiello

Laura

et al. 2020

Journal of Business Research

View full text Add to dashboard Cite

“…It is the tendency to know about and purchase new fashion products before others do so (Goldsmith et al, 2013). Muzinich et al (2003) and Willems and Brengman (2019) suggested that two important components of fashion innovativeness are an innovative personality and information pursuit tendency. Cho and Workman (2014) show that fashion innovators tend to look for items that help them to achieve the best level of stimulation, such as using surprise boxes, online subscription services (SOS; e.g.…”

Section: Fashion Innovativenessmentioning

confidence: 99%

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

Ko¹,

Wang

2021

APJML

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PurposeDue to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).Design/methodology/approachThis study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.FindingsThe results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.Research limitations/implicationsFirst, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.Practical implicationsThis study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.Social implicationsBy using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.Originality/valueThis research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

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“…Our conjectures are based on evidence present in extant research. Shoppers are known to attribute humanlike characteristics to a mall (Willems and Brengman, 2019). The resulting mall personality influences shopping value (Rahman et al, 2016) and shopping experience (Hoa and Thao, 2017), thereby, generating a sense of well-being.…”

Section: Introductionmentioning

confidence: 99%

The impact of mall personality and shopping value on shoppers' well-being: moderating role of compulsive shopping

Ali

Mishra

Javed

2021

IJRDM

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PurposeThe purpose of this study is to examine the association between mall personality, hedonic and utilitarian shopping value, and shoppers' well-being. The moderating effect of compulsive shopping on the association between both hedonic and utilitarian shopping value, and shoppers' well-being is also investigated.Design/methodology/approachThis study is quantitative in nature, and a purposive sampling technique is used. Data was collected through mall intercept survey. The authors collected 431 usable responses from respondents at two different malls in Lahore, Pakistan. PLS-SEM was employed to test the proposed hypotheses.FindingsResults indicate that mall personality significantly and positively influences both hedonic and utilitarian shopping value and shoppers' well-being. Similarly, hedonic shopping value has a significant and positive impact on shoppers' well-being, while utilitarian shopping value has a non-significant relationship with shoppers' well-being. Moreover, while compulsive shopping behaviour moderates the positive relationship between hedonic shopping value and shoppers' well-being, it does not moderate the relationship between utilitarian shopping value and shoppers' well-being.Originality/valueDespite the extant studies on brand and store personality on numerous retail outcomes, no study has examined the association between mall personality and shoppers' well-being. Another key contribution of this study is to examine moderation effect of compulsive shopping on the association between shopping value and shoppers' well-being. Additionally, this study enlightens mall administration to emphasise upon mall personality and hedonic shopping value so as to enhance shoppers' well-being, more so if its product assortment encourages compulsive shopping.

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Fashion store personality: Scale development and relation to self-congruity theory, a retrospective commentary

Cited by 6 publications

References 54 publications

Does personality congruence explain luxury brand attachment? The results of an international research study

Does personality congruence explain luxury brand attachment? The results of an international research study

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

The impact of mall personality and shopping value on shoppers' well-being: moderating role of compulsive shopping

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