Retail environment, self-congruity, and retail patronage: An integrative model and a research agenda

Author(s): Grewal, D., Mangleburg, T.

Journal/Book: J Bus Res. 2000; 49: 655 Avenue of the Americas, New York, NY 10010, USA. Elsevier Science Inc. 127-138.

Abstract: An integrative model of retail environment, self-congruity, and retail patronage is described in this article. The model develops theoretical propositions for future research to further develop the research in the area of self-image congruence in retailing, In particular, the model postulates relationships among store environment (including stove atmospherics), store patron image, shoppers' self-concept, self-congruity, functional congruity, and retail patronage. The model describes the interrelationships among these constructs and proposes certain moderating and mediating effects. Finally, the article describes past and recent efforts in measuring self-congruity and how better measures of self-congruity can be developed and applied in retailing.

Note: Article Sirgy MJ, Virginia Tech, Dept Mkt, Pamplin Coll Business, Blacksburg,VA 24061 USA

Keyword(s): ADVERTISING EFFECTIVENESS; BACKGROUND MUSIC; BEHAVIOR; BRAND; INFORMATION; MOTIVATION; EXPERIENCE; CHOICE; CUES

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