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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/12974

Title: From Armani to Zara: Impression formation based on fashion store patronage
Authors: Willems, Kim
Janssens, Wim
Swinnen, Gilbert
Brengman, Malaika
Streukens, Sandra
Vancauteren, Mark
Issue Date: 2012
Citation: Journal of Business Research, 65(10), p.1487-1494.
Abstract: 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 based on the continuum model of impression formation examined 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 formed 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.
URI: http://hdl.handle.net/1942/12974
DOI: 10.1016/j.jbusres.2011.10.015
ISI #: 000309022300012
ISSN: 0148-2963
Category: A1
Type: Journal Contribution
Validation: ecoom, 2013
Appears in Collections: Research publications

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