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The explanatory potential of congruence in the relationship between retail image, brand image and retail customer satisfaction

Debenham, Tim, Bridson, Kerrie and Vocino, Andrea 2007, The explanatory potential of congruence in the relationship between retail image, brand image and retail customer satisfaction, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z., pp. 380-387.

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Title The explanatory potential of congruence in the relationship between retail image, brand image and retail customer satisfaction
Author(s) Debenham, Tim
Bridson, Kerrie
Vocino, Andrea
Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, NZ
Conference dates 3-5 December 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance
Editor(s) Thyne, Maree
Deans, Kenneth R.
Gnoth, Juergen
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Start page 380
End page 387
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, N.Z.
Summary This paper aims to contribute to current customer satisfaction and retailing literature by conceptualising the relationship between retail image, brand image and whether a congruent relationship between the two influences customer satisfaction. Whilst most literature pertaining to customer satisfaction tends to consider the concept in terms of an independent variable, this paper seeks to explore retail image and brand image as antecedents to achieving this state and further proposing the mediating explanatory potential that a congruent relationship between the two plays. A conceptual model is developed, central constructs and subsequent research propositions are discussed.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9781877156299
9781877156280
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008116

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