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Effect of channel congruence on a retailer's image

Author

Listed:
  • Christophe Bezes

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

The purpose of this paper is to assess whether the image of a retailer - beyond the distinct contributions of the website and the stores - is improved by the perceived congruence of its channels, and for what types of customers. An online survey was conducted on 1,478 customers taken from the behavioural databases of a major French multichannel retailer. Structural modelling and one-way ANOVA were used to test the working hypotheses. Congruent channels improve retailer image even when these channels have a less good image. However, channel congruence cannot be elevated to a universal guiding principle as it only affects multichannel and online buyers, with no detrimental impact on retailer image. The study is mainly limited by the type of retailer studied, and the choice of an online questionnaire, limiting the representativeness of the offline purchasers. In order to improve its image, a multichannel retailer must seek maximum congruence of its website and stores. Congruent channels lead to benefits for the retailer even when they are poorly valued by consumers. Despite a broad theoretical consensus, this is the first study to demonstrate empirically that website and store congruence improves retailer image, and not only online purchase intentions. It is also one of the first published researches that uses congruence as a mediating variable.

Suggested Citation

  • Christophe Bezes, 2013. "Effect of channel congruence on a retailer's image," Post-Print hal-00861112, HAL.
    • Handle: RePEc:hal:journl:hal-00861112
    DOI: 10.1108/09590551311330537
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    Citations

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    Cited by:

    1. Lacœuilhe, Jérôme & Louis, Didier & Lombart, Cindy, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 43-53.
    2. Nguyen, Hang T. & Ross, William T. & Pancras, Joseph & Phan, Hieu V., 2020. "Market-based drivers of cobranding success," Journal of Business Research, Elsevier, vol. 115(C), pages 122-138.
    3. Swoboda, Bernhard & Winters, Amelie, 2021. "Reciprocity within major retail purchase channels and their effects on overall, offline and online loyalty," Journal of Business Research, Elsevier, vol. 125(C), pages 279-294.
    4. Sohn, Stefanie, 2017. "Consumer processing of mobile online stores: Sources and effects of processing fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 137-147.

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