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From Armani to Zara: Impression formation based on fashion store patronage

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  • Willems, Kim
  • Janssens, Wim
  • Swinnen, Gilbert
  • Brengman, Malaika
  • Streukens, Sandra
  • Vancauteren, Mark

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 following the continuum model of impression formation examine 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 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.

Suggested Citation

  • Willems, Kim & Janssens, Wim & Swinnen, Gilbert & Brengman, Malaika & Streukens, Sandra & Vancauteren, Mark, 2012. "From Armani to Zara: Impression formation based on fashion store patronage," Journal of Business Research, Elsevier, vol. 65(10), pages 1487-1494.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:10:p:1487-1494
    DOI: 10.1016/j.jbusres.2011.10.015
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    5. Gupta, Ashish & Mishra, Vaibhav & Tandon, Anushree, 2020. "Assessment of Shopping Mall Customers’ Experience through Criteria of Attractiveness in Tier-II and Tier-III Cities of India: An Exploratory Study," American Business Review, Pompea College of Business, University of New Haven, vol. 23(1), pages 70-93, May.
    6. Ko, Eunju & Megehee, Carol M., 2012. "Fashion marketing of luxury brands: Recent research issues and contributions," Journal of Business Research, Elsevier, vol. 65(10), pages 1395-1398.
    7. Miguel Afonso Sellitto & Domingos Rafael Ferla Valladares & Erica Pastore & Arianna Alfieri, 2022. "Comparing Competitive Priorities of Slow Fashion and Fast Fashion Operations of Large Retailers in an Emerging Economy," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 23(1), pages 1-19, March.
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