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

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  • Kim Willems
  • Malaika Brengman

Abstract

The authors are grateful to the Journal of Global Fashion Marketing for awarding this “JGFM Achievement Certificate for High Scholarly Impact” to their 2011 “Fashion Store Personality” article. The present paper first provides a retrospective review that examines how subsequent research extended the 2011 findings. In particular, the retrospect focuses on the one hand on advancements on brand personality conceptualization and measurement. On the other hand, the review sheds light on how knowledge on self-congruity theory has increased over the past years. After looking back, this paper provides a comprehensive outlook suggesting specific directions for further research, both with respect to brand personality measurement from a methodological point-of-view, as well as concerning the advancement of brand personality and self-congruity theory building and further conceptualization.

Suggested Citation

  • Kim Willems & Malaika Brengman, 2019. "Fashion store personality: Scale development and relation to self-congruity theory, a retrospective commentary," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 10(3), pages 286-303, July.
    • Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:3:p:286-303
    DOI: 10.1080/20932685.2019.1611465
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    Cited by:

    1. Elif Taşkın & Zehra Bozbay, 2023. "The Role of Store Environment Cues on Store Personality and Store Image," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 23-40.

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