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.
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.
Language
eng
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.