Test de la congruence entre la personnalité humaine et la personnalité de l'enseigne fréquentée: une application à trois secteurs d'activité

Cindy Lombart () and Didier Louis ()
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Cindy Lombart: Audencia Recherche - Audencia Business School
Didier Louis: UN - Université de Nantes

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Abstract: The goal of this research is to highlight if the consumers express their own personality when they usually visit a retailer. In order to answer this question, interviews were performed with a convenience sample of 524 consumers considering reference retailers from different sectors (grocery, clothing, sport articles). Our results show that the retail-human personality congruence depends of the sector, the retailer, and the specific personality size considered. Moreover, researchers should take into account the gender of respondents when they study the retail-human personality congruence at the sectoral level.

Keywords: Comportement du consommateur; Congruence; Distribution; Personnalité de l'enseigne; Personnalité humaine (search for similar items in EconPapers)
Date: 2009-05
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Published in La Revue des Sciences de Gestion, 2009, 237-238, pp.165-176

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00771094

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