Mağaza Kişiliği ve Öz Benlik Uyumunun Mağaza Sadakati Üzerindeki Etkisi

Abstract

The aim of this study is to investigate the effect of store personality and self-congruity on store loyalty. The data was gathered from 250 participants for bookstores. Exploratory factor analysis was used to determine dimensions of store personality. Linear regression was conducted to examine the influence of store personality and actual self-congruity on store loyalty.

According to the results of the study store personality consists of four dimensions namely genuineness, unpleasantness, sophistication and enthusiasm. It is found that genuineness has significant positive effect on store loyalty whereas unpleasantness has significant negative effect on store loyalty. In addition, the results indicated that actual self-congruity has significant positive effect on store loyalty.