Catedra Fundación Ramón Areces de Distribución Comercial
Catedra Fundación Ramón Areces de Distribución Comercial
Universidad de Oviedo
Catedra Fundacion Ramon Areces de Distribucion Comercial

(DOCFRADIS 2401) The mediating role of store personality in the relationship between self-congruity and manifestations of loyalty

by María De Los Ángeles Crespo López, Carmen García García

Abstract:

This paper analyses the mediation effect of Store Personality on the relationship between self-Congruity of consumers and their manifestations of loyalty. For this purpose, 457 consumers of the Fnac store completed three self-report questionnaires to assess store personality, self-congruity and store Lloyalty. The results show that the dimensions Exciting, Close and Competent Store positively and significantly mediate the relationship between self-Congruity and manifestations of loyalty for the Fnac store and with the data collected in our sample. These results could allow stores to the development of interesting commercial strategies to maintain or increase consumers´ manifestations of loyalty towards physical stores. 

Keywords: Self-congruity, Store personality, Store loyalty, PROCESS, Multiple parallel mediation

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