Functional Store Image and Corporate Social Responsibility Image: A Congruity Analysis on Store Loyalty

With previous studies that examined the importance of functional store image and CSR, this study is aimed at examining their effects in the self-congruity model in influencing store loyalty. In particular, this study developed and tested a structural model in the context of retailing industry on the self-congruity theory. Whilst much of the self-congruity studies have incorporated functional store image, there has been lack of studies that examined social responsibility image of retail stores in the self-congruity studies. Findings indicate that self-congruity influence on store loyalty was mediated by both functional store image and social responsibility image. In influencing store loyalty, the findings have shown that social responsibility image has a stronger influence on store loyalty than functional store image. This study offers important findings and implications for future research as it presents a new framework on the importance of social responsibility image.

Authors:

• Jamaliah Mohd. Yusof
• Rosidah Musa
• Sofiah Abd. Rahman

Keywords:

• Self-congruity
• functional store image
• social responsibility image
• store loyalty

References:

[1] D.C.L. Thang, and B. L. B.Tan, "Linking consumer perception to
preference of retail stores: An empirical assessment of the multiattributes
of store image," Journal of Retailing & Consumer Services,
10, pp. 193-200, 2003.
[2] A. d'Astous, and M. Levesque, "A scale for measuring store
personality," Psychology & Marketing, 20(5), pp. 455-469, 2003.
[3] J. Sit, B. Merrilees, and D. Birch, D, "Entertainment-seeking shopping
centre patrons: The missing segments," International Journal of Retail &
Distribution Management, 31(2), pp. 80-94, 2003.
[4] W.M. Ou, R. Abratt, and P. Dion, "The influence of of corporate
reputation on store patronage," Journal of Retailing and Consumer
Services, 13(3), pp. 221-230, 2006.
[5] C.H. Chang, and C.Y. Tu, "Exploring store image, customer satisfaction
and customer loyalty relationship: Evidence from Taiwanese
hypermarket industry," The Journal of American Academy of Business,
Cambridge, 7(2), pp. 197-202, 2005.
[6] M.J. Sirgy, and A.C. Samli, "A path analytical model of store loyalty
involving self-concept, store image, geographic loyalty, and
socioeconomic status," Journal of Academy of Marketing Science, 13(3),
pp. 265-291, 1985.
[7] G. Birtwistle, I. Clarke, and P. Freathy, "Store image in the UK fashion
sector: consumer versus retailer perceptions," The International Review
of Retail, Distribution & Consumer Research, 9(1), pp. 1-16, 1999.
[8] S. Burt, and J. Carralero-Encinas, "The role of store image in retail
internationalization," International Marketing Review, 17(4/5), pp. 1-16,
2000.
[9] J. Bloemer, K. De Ruyter, and P. Peeters, "Investigating drivers of bank
loyalty: the complex relationship between image, service quality and
satisfaction," The International Journal of Bank Marketing, 16(7), p
276, 1998.
[10] V. Kupke, "Identifying the dimensions to retail centre image," Journal
of Property, Investment & Finance, 22(1), pp. 298-306, 2000.
[11] J.L. Aaker, "Dimensions of brand personality," Journal of Marketing
Research, 34(August), 347-356, 1997.
[12] S.J. Levy, " Symbols for sale," Harvard Business Review, 37, pp 117-
124, 1959.
[13] M.J Sirgy, "Self-congruity: Toward a Theory of Personality and
Cybernetics," New York, NY: Praeger, 1986.
[14] M.J Sirgy, "Self-concept in consumer behavior: A critical review,"
Journal of Consumer Research (pre-1986), 9(3), p. 287, 1982.
[15] A. Jamal, and M.M.H. Goode, "Consumers and brands: a study of the
impact of self-image congruence on brand preference and satisfaction,"
Marketing Intelligence & Planning, 19(7), pp. 482-49, 2001.
[16] M.J. Sirgy, and C. Su, "Destination image, self-congruity, and travel
behavior: Toward an integrative model," Journal of Travel Research,
38(May), pp. 340-352, 2000.
[17] M.J. Sirgy, J.S. Johar, and A.C. Samli, A. C., & C.B.Claiborne, "Selfcongruity
versus functional congruity: Predictors of consumer behavior,"
Journal of Academy of Marketing Science, 19, pp. 363-375, 1991.
[18] S. Lewis, "Reputation and corporate responsibility," Journal of
Communication Management, Vol. 7, no. 4, pp. 356-364, 2003.
[19] T.J. Brown and P.A. Dacin, "The company and the product: Corporate
associations and consumer product responses," Journal of Marketing,
vol.61, no. 1, pp. 68-84, 1997.
[20] M. R. Moskowitz, "Choosing socially responsible stocks," Business and
Society Review, vol. 1, pp. 71-7, 1972.
[21] B. A. Neville, S. J. Bell, and B. Menguc, "Corporate reputation,
stakeholders and the social performance-financial performance
relationship," European Journal of Marketing, vol. 39, No. 9/10, pp.
1184-1198, 2005.
[22] S. C. Vance, "Are socially responsible corporations good investment
risks?," Management Review, pp. 18-24, 1975.
[23] N. U. Ahmed, R. V.Montagno, and R. J. Flenze, "Organizational
performance and environmental consciousness: An empirical study,"
Management Decision,vol. 36, no. 2, pp. 57-62, 1998.
[24] I. Maignan, O. C. Ferrell, and G. T. Hult, "Corporate citizenship:
Cultural antecedents and business benefits," Journal of the Academy of
Marketing Science, 27(4), 1999, pp 455-469.
[25] M. d. M. G. d. l. Salmones, A. H. Crespo, and I. R. Del Bosque,
"Influence of corporate social responsibility on loyalty and valuation of
services," Journal of Business Ethics, vol. 61, pp. 369-38, 2005.
[26] S. Sen, C. B. Bhattacharya, and D. Korschun, "The role of corporate
social responsibility in strengthening multiple stakeholder relationships:
A field experiment," Academy of Marketing Science, vol. 34, no. 2, pp.
158-166, 2006.
[27] J. Memery, P. Megicks, andJ. Williams, "Ethical and social
responsibility issues in grocery shopping: a preliminary typology,"
Qualitative Market Research, vol. , no. 4, pp. 399-412, 2005.
[28] L. A. Mohr, D. J. Webb, and K. E. Harris, "Do consumers expect
companies to be socially responsible? The impact of corporate social
responsibility on buying behavior," The Journal of Consumer
Affairs,vol. 34, no. 1, p. 45-72, 2001.
[29] M.J. Sirgy, "Using self-congruity and ideal congruity to predict purchase
motivation," Journal of Business Research, vol. 15, pp. 195-206, June
1985.
[30] M.J. Sirgy, D. Grewal, T.F. Mangleburg, J. Park, K.S. Chon,
C.B.Claiborne, et al., "Assessing the predictive validity of two methods
of measuring self-image congruence," Journal of Academy of Marketing
Science, vol. 25, no. 3, pp. 229-241, 1997.
[31] B.L. Stern, R.F. Bush, and J.F. Hair, "The self image/store image
matching process - an empirical test," The Journal of Business, vol. 20,
no. 1, pp. 63-69, 1977.
[32] T.R. Graeff, "Image congruence effects on product evaluations: The role
of self-monitoring and public/private consumption," Psychology &
Marketing, vol. 13, no. 5, p. 481, 1996.
[33] M. Bosnjak, and C. Brand, "The impact of undesired self-image
congruence on consumption-related attitude and intentions,"
International Journal of Management, vol. 25, no. 3, pp. 673-683, 2008.
[34] T. Mangleburg, M.J. Sirgy, D. Grewal, M. Hatzios, C.B.Claiborne, and
T. Bogle, "The moderating effect of prior experience in consumers' use
of user-image based versus utilitarian cues in brand attitude," Journal of
Business and Psychology, vol. 13, no. 1, 101-113, 1998.
[35] M.K. Ericksen, M.J. Sirgy, "Employed females' clothing preference,
self-image congruence, and career anchorage. Journal of Applied Social
Psychology, vol. 22, no. 5, pp. 408-422, 1992.
[36] E.L. Grubb, and H.L. Grathwohl, "Consumer self-concept, symbolism
and market behavior: A theoretical approach," Journal of Marketing
(pre-1986), vol. 31, pp. 22-27, 1967.
[37] P. Martineau, "The Personality of the Retail Store. Harvard Business
Review, vol. 36, pp. 47-55, Jan-Feb 1958.
[38] D. Morshett, B. Swoboda, and T. Foscht, "Perception of store attributes
and overall attitude towards grocery retailers: The role of shopping
motives. International Review of Retail, Distribution and Consumer
Research, vol. 15, no. 4, pp. 423-447, 2005.
[39] D.J. Lincoln, and C.A. Samli, "Assessing the usefulness of attribute
advertising for store image enhancement: An experimental approach,"
Journal of Advertising, vol. 10, no. 3, pp. 25-34, 1981.
[40] W.O. Bearden, "Determinant attributes of store patronage: downtown
versus outlying shopping areas," Journal of Retailing, vol. 53, pp. 15-22,
1977.
[41] S. Amirani, and R. Gates, "An Attribute-anchored conjoint approach to
measuring store image," International Journal of Retail & Distribution
Management, vol. 32, no. 5, pp. 30-39, 1993.
[42] G.S. Lee, "The role of hotel image and image congruence and their
effects on repeat intention in the hotel industry. University of Nevada,
Las Vegas, 2003.
[43] A.C. Samli, and M.J. Sirgy, "A multi-dimensional approach to analyzing
store loyalty: A predictive model," In K. Bernhardt & B. Kehoe (Eds.),
In The Changing Marketing Environment: New Theories and
Application. Chicago: American Marketing Association, 1981.
[44] D.B. Turban, and D. W. Greening, "Corporate social performance and
organizational attractiveness to prospective employees," Academy of
Management Journal, vol. 40, no. 3, pp. 658-672, 1997.
[45] K. B. Backhaus, B. A. Stone, and K. Heiner, "Exploring the relationship
between corporate social performance and employer attractiveness,"
Business and Society, vol. 42, no. 3, pp. 292-318, 2002.
[46] A. M. Quazi, and D. O'Brien, "An empirical test of a cross-national
model of corporate social responsibility," Journal of Business Ethics,
vol. 25, no. 1, pp. 33-51, 2000.
[47] D. H. Dean, "Consumer perception of corporate donations," Journal of
Advertising, vol. 32, no. 4, pp. 91-102, 2004.
[48] S. Brammer and A. Millington, "Corporate reputation and philanthropy:
An empirical analysis," Journal of Business Ethics, vol. 61, pp. 29-44,
2005.
[49] K. E. Aupperle, A. B. Carroll, and J. D. Hatfield, "An empirical
examination of the relationship between corporate social responsibility
and profitability," Academy of Management Journal (pre-1986), vol. 28,
no. 2, pp. 446-463, 1985.
[50] E. Boulstridge and M. Carrigan, "Do consumers really care about
corporate responsibility? Highlighting the attitude-behavior gap,"
Journal of Communication Management, vol. 4, no. 4, pp. 355-368,
2000.
[51] P. S. Ellen, L.A. Mohr, and D. J. Webb, "Charitable programs and the
retailer: Do they mix?," Journal of Retailing, vol. 76, no. 3, pp. 393-406,
2000.
[52] P.David, S. Kline, and Y. Dai,"Corporate social responsibility practices,
corporate identity, and purchase intention: A dual-process model,"
Journal of Public Relations , vol. 17, no. 3, pp. 291-313, 2005.
[53] P. S. Ellen, D. J. Webb, and L. A. Mohr, "Building corporate
associations: consumer attributions for corporate socially responsible
programs," Journals of the Academy of Marketing Science, vol. 34, no.
2, pp. 147-157, 2006.
[54] J. Anselmsson, and U. Johansson, "Corporate social responsibility and
the positioning of grocery brands," International Journal of Retail &
Distribution Management, vol. 35, no. 10, pp. 835-856, 2007.
[55] S.-C. Chen and P. G. Quester," Modeling store loyalty: Perceived value
in market orientation practice," Journal of Services Marketing, vol. 30,
no. 3, pp. 188-198, 2006.
[56] R. L. Oliver, "Whence consumer loyalty?," Journal of Marketing, 63,
1999, pp. 33-34.
[57] K. L. Ailawadi and K. L. Keller, "Understanding retail branding:
conceptual insights and research priorities," Journal of Retailing, vol. 80,
pp. 331-342, 2004.
[58] N. S. Terblanche and C. Boshoff, "The relationship between a
satisfactory in-store shopping experience and retailer loyalty," South
Africa Journal of Business management, vol. 37, no. 2, pp. 33-43, 2006.
[59] R. Martenson, "Corporate brand image, satisfaction and store loyalty,"
International Journal of Retail & Distribution Management, vol. 35, no.
7, pp. 544-555, 2007.
[60] J. Bloemer, and G. Odekerken-Schroeder, "Store satisfaction and store
loyalty explained by customer- and store-related factors," Journal of
Consumer Satisfaction, vol. 15, pp. 68-8, 2002.
[61] M. Abdullah, A.D. Nasser, and N. Husain, "Evaluating functional
relationship between image, customer satisfaction and customer loyalty
using general maximum entropy," Total Quality Management, vol. 11,
no. 4-6, pp. S826-S829, 2000.
[62] J. F. Hair, B. Babin, A. H. Money, and P.Samouel, "Essential of
Business Research Methods: John Wiley & Sons, 2003.
[63] C.H. Lovelock, R. Stiff, D. Cullwick, and I. Kaufman, "An evaluation
of the effectiveness of drop-off questionnaire delivery," Journal of
Marketing Research, vol. 13, no. 4, pp. 358-364, 1976.
[64] S. Joseph, "Ethnicity, personality and values: Exploring the consumer
exodus from department to discount store," The Florida State
University, 2006.
[65] K.-J. Back, "The effects of image congruence on customer satisfaction
and brand loyalty in the lodging industry," The Pennsylvania State
University, 2001.
[66] H. Ibrahim, and F. Najjar, "A multi-dimensional approach to analyzing
the effect of self congruity on shopper's retail store behavior. Innovative
Marketing, vo. 3, no. 3, pp. 54-68, 2007.
[67] J. Chowdhury, J. Reardon, and R. Srivastava, "Alternative modes of
measuring store image: An empirical assessment of structured versus
unstructured measures," Journal of Marketing Theory and Practice, vol.
6, no. 2, pp. 72-86, 1998.
[68] J. Semeijn, A.C.R. Riel, and A.B. Ambrosini, "Consumer evaluations of
store brands: effects of store image and product attributes," Journal of
Retailing & Consumer Services, vol. 11, pp. 247-25, 2004.
[69] D. Grace, and A. O'Cass, "An examination of the antecedents of
repatronage intentions across different retail store formats," Journal of
Retailing and Consumer Services, vol. 12, pp. 227-243, 2005.
[70] I. Maignan, "Consumers' perceptions of corporate social responsibilities:
A cross-cultural comparison," Journal of Business Ethics,vol. 31, no. 1,
pp. 57-72, 2001.
[71] K.E. Campo, K. E. Gijsbrechts, and P. Nisol, "Towards a conceptual
framework of out-of-stock behavior. Journal of Retailing, vol. 76, no. 2,
pp. 219-241, 2000.
[72] K. Ailawadi, S.A. Neslin, S. A., and K. Gedenk, "Pursuing the valueconscious
consumer: Store brands versus national brand promotions,"
Journal of Marketing, vol. 65, pp. 71-89, Jan 2001.
[73] N. Malhotra, "Marketing Research: An Applied Orientation" 4th ed.
New Jersey: Prentice Hall, 2004.
[74] C. Anderson and D. W. Gerbing, "Structural equation modeling in
practice: A review and recommended two-step approach," Psychological
Bulletin, vol. 103, no. 3, pp. 411-423, 1988.
[75] R. P. Bagozzi, and Y. Yi, "On the evaluation of structural equation
models," Journal of the Academy of Marketing Science, vol. 16, no. 1,
pp. 74-94, 1988.
[76] V. Yanamandram and L.White, "Exploratory and confirmatory factor
analysis of the perceived switching cost model in the business services
sector," Australia and New Zealand Marketing Academy Conference,
Brisbane, Queensland, 2006.
[77] C. Fornell and D. F. Larcker, "Structural equation mdoels with
unobserved variables and measurement error: Algebra and Statistics.
Journal of Marketing Research, vol. 18, no. 3, pp. 382-38, 1981.
[78] M. Kim, "The role of self- and functional congruity on online retail
patronage behavior," The University of Tennessee, Knoxville, 2004.
[79] S. Margin, R. Algesheimer, F. Huber, and A. Herrmann, "The impacts
of brand personality and customer satisfaction on customer's loyalty:
Theoretical approach and findings of a causal analytical study in the
sector of internet service providers. Electronic Markets, vol. 13, no. 4,
pp. 294-308, 2003.
[80] F. Kressmann, M.J. Sirgy, A. Herrmann, F. Huber, S. Huber, S., and D.-
J. Lee, "Direct and indirect effects of self-image congruence on brand
loyalty," Journal of Business Research, xx(xx), xx, 2006.
[81] K.A. Bollen, "Structural equations with latent variables," New York:
Wiley, 1989.