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Get the picture? Visual servicescapes and self-image congruity

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  • Breazeale, Michael
  • Ponder, Nicole

Abstract

Examination of consumers' relationships with brands is available in depth only for the last decade. As brand relationship theory evolves from the early stages, researchers across disciplines have examined multiple theoretical traditions for guidance. To explore the reasons that consumers form relationships with some retailers, the authors borrow a method from the field of anthropology — the photo-elicitation technique. This method allows researchers to explore the deeply-held emotional responses that consumers have to retail servicescapes and provides insight regarding the specific factors that encourage the formation of lucrative relationships between consumer and retailer. The study finds and names five categories of relationships that differ on perceived self-image congruity and involvement: Perfect Matches, Mismatches, Fair-Weather Friends, Best Friends, and Acquaintances. A better understanding of these relationships may benefit both researchers and practitioners.

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  • Breazeale, Michael & Ponder, Nicole, 2013. "Get the picture? Visual servicescapes and self-image congruity," Journal of Business Research, Elsevier, vol. 66(7), pages 839-846.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:7:p:839-846
    DOI: 10.1016/j.jbusres.2011.06.009
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    References listed on IDEAS

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    2. El Hedhli, Kamel & Zourrig, Haithem & Park, Jeongsoo, 2017. "Image transfer from malls to stores and its influence on shopping values and mall patronage: The role of self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 208-218.
    3. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    4. Al-Kilani, Shaymaa & El Hedhli, Kamel, 2021. "How do restaurant atmospherics influence restaurant authenticity? An integrative framework and empirical evidence," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Cheng, Chia-Kuen & Kuo, Huei-Yu, 2015. "Bonding to a new place never visited: Exploring the relationship between landscape elements and place bonding," Tourism Management, Elsevier, vol. 46(C), pages 546-560.
    6. Campbell, Jeffrey M. & DiPietro, Robin B., 2014. "Sign of the times: Testing consumer response to local food signage within a casual dining restaurant," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 812-823.

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