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Identities and Store Image Formation: A Study of Retail Consumer Store Choice Behaviour

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  • Kaul Subhashini

Abstract

This theoretical paper develops a series of models applying social identify theory to the retail content. The shopper is conceived of as an actor whose self-image and related identities impact store image perceptions. The paper address how identify conflicts are likely to be resolved by a shopper and takes into account the `ideal` and `actual` selves. Suggestions are provided as to how retailers could employ symbolic cues to address different operating identities.

Suggested Citation

  • Kaul Subhashini, 2006. "Identities and Store Image Formation: A Study of Retail Consumer Store Choice Behaviour," IIMA Working Papers WP2006-10-05, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp01985
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    File URL: https://www.iima.ac.in/sites/default/files/rnpfiles/2006-10-05_skaul.pdf
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    Cited by:

    1. Banu Kulter Demirgunes, 2014. "The Antecedents of Store Image and Customer Satisfaction," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 3(3), pages 48-62, July.

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