Identities and Store Image Formation: A Study of Retail Consumer Store Choice Behaviour

Subhashini Kaul

No WP2006-10-05, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: This theoretical paper develops a series of models applying social identify theory to the retail content. The shopper is conceived of as an actor whose self-image and related identities impact store image perceptions. The paper address how identify conflicts are likely to be resolved by a shopper and takes into account the `ideal` and `actual` selves. Suggestions are provided as to how retailers could employ symbolic cues to address different operating identities.

Date: 2006-10-05
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Citations: View citations in EconPapers (1)

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