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http://dx.doi.org/10.5850/JKSCT.2014.38.6.783

Impact of Salespersons and Other Customers in a Fashion Store -Focus on Physical Attractiveness and Self-image Congruence-  

Kim, Yunjeong (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
Lee, Yuri (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Kim, Boram (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.38, no.6, 2014 , pp. 783-795 More about this Journal
Abstract
This study investigates how the physical attractiveness of salespeople and other customers and self-image congruence influence customer perception and brand attitude. As a result of a pretest, four types of pictorial stimuli were developed: physical attractiveness of salespeople (high/low) ${\times}$ that of other customers (high/low). Stimuli were developed using Photoshop CS. A total of 550 samples in two experiments were used and all respondents were women in their 20s and 30s. Data were analyzed using ANOVA and SEM. The result of analysis shows that the physical attractiveness of salesperson had a significant impact on perceived quality, but that of other customers did not. However, self-image congruence with other customers shows a significant effect on perceived quality; however, salespeople did not. The impact of the perceived product quality on brand attitude is higher than perceived service quality. This study adds to fashion retailing literature by demonstrating that physical attractiveness and self-image congruence can influence a customers' perception of product or service quality and brand attitude. It provides interesting insight into how retailers can use social factors as a strategic tool in a retail setting.
Keywords
Salespeople; Other customers; Physical attractiveness; Self-image congruence; Brand attitude;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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