The effects of circular format on store patronage: An Italian perspective

Lucrezia Maria de Cosmo, Luigi Piper, Rajan Nataraajan and Luca Petruzzellis

Journal of Business Research, 2022, vol. 140, issue C, 430-438

Abstract: The circular format is a cluster of heterogeneous stores under the same brand within the city center through the store-outside-a-store strategy. The purpose is to demonstrate that the circular format has a positive impact on store image, self-congruity, retail brand experience, and store patronage. Shopping values were also considered as moderators. Three studies conducted in Italy reveal that: a. the consumers of the circular format have higher store patronage than those of the traditional format; b. such patronage is moderated by hedonic shopping value; and c. the relationship between the circular format and store patronage is mediated by self-congruity and retail brand experience through store image.

Keywords: Circular format; Store patronage; Store image; Self-congruity; Retail brand experience; Italian consumer/retail (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:140:y:2022:i:c:p:430-438

DOI: 10.1016/j.jbusres.2021.11.013

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