bridson-explanatorypotential-2007.pdf (54 kB)
The explanatory potential of congruence in the relationship between retail image, brand image and retail customer satisfaction
conference contribution
posted on 2007-01-01, 00:00 authored by T Debenham, Kerrie BridsonKerrie Bridson, Andrea VocinoAndrea VocinoThis 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.
History
Event
Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)Pagination
380 - 387Publisher
University of Otago, School of Business, Dept. of MarketingLocation
University of Otago, Dunedin, NZPlace of publication
Dunedin, N.Z.Start date
2007-12-03End date
2007-12-05Language
engNotes
Reproduced with the kind permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2007, ANZMACEditor/Contributor(s)
M Thyne, K Deans, J GnothTitle of proceedings
ANZMAC 2007 : 3Rs, reputation responsibility relevanceUsage metrics
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