Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender |
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| Institution: | 1. Maringá State University, Av Colombo 5.790, Maringá, PR, CEP 87020-900, Brazil;2. University of Brasília, Brazil;1. Audencia Nantes School of Management, Research Center in Marketing & Distribution In Situ, 8 Route de la Jonelière, BP 31222, 44312 Nantes Cedex 3, France;2. IUT de Saint-Nazaire, LEMNA, 58 Rue Michel-Ange, BP 420, 44600 Saint Nazaire, France;1. Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, TN 37996-1911, United States;2. Design Management, Parsons The New School for Design, 2 West 13th Street, New York, NY 10011, United States;3. Retail, Hospitality, and Tourism Management, University of Tennessee, 244A Jessie Harris Building, 1215 West Cumberland Ave, Knoxville, TN 37996-1911, United States;1. McCoy College of Business Administration, Texas State University, San Marcos, TX 78666, United States;2. Monte Ahuja College of Business, Cleveland State University, Cleveland, OH 44115, United States;1. Department of Management and Marketing, College of Business & Economics, Qatar University, P.O. Box 2713, Doha, Qatar;2. Faculty of Business Administration, University of Regina, 3737 Wascana Parkway, Regina, SK, Canada S4N 0A2;3. HEC Montréal, 3000 Chemin de la Côte-Sainte-Catherine, Montréal, QC, Canada H3T 2A7 |
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| Abstract: | The present study was an effort to investigate the impacts of both retail brand personality and self-congruity, using them together in the same study, on store loyalty. Subsequently, this study explored the moderating role of gender in these relationships of retail brand personality and self-congruity with store loyalty. Questionnaire was used to collect data (n=355) using systematic sampling from department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Multivariate data analysis techniques like exploratory factor analysis, structural equation modeling were used to analyse the data. Results revealed that both retail brand personality and self-congruity constructs have positive impacts on store loyalty and gender significantly moderates these impacts. Arguably, this paper is the first to examine the three constructs namely, retail brand personality, self-congruity and store loyalty using them together in the same model. Academic and managerial implications are further discussed. |
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| Keywords: | Retail brand personality Self-congruity Store loyalty Gender |
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