Abstract
The concepts of self-congruity and ideal congruity are reviewed and discussed in the context of store patronage and store loyalty. A model is then presented that integrates these concepts and defines four market segments: positive self-congruity, positive self-incongruity, negative self-congruity, and negative self-incongruity. It is argued that the positive self-congruity market should be the retailer target market. Two retailing strategies are proposed to help the retailer position his/her store to the positive self-congruity market: the passive approach and the active approach.
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References
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Sirgy, M.J., Samli, A.C., Bahn, K., Varvoglis, T.G. (2015). Self-Concept and Retailing Strategy. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_1
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DOI: https://doi.org/10.1007/978-3-319-16943-9_1
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
Online ISBN: 978-3-319-16943-9
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