n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Managerial and consumer perceptions of apparel store image : a congruity analysis

Volume 19, Issue 1
  • ISSN : 1019-567X



The objectives of the study were to investigate the levels of congruity and incongruity existing between the consumer and managerial perceptions of store image. The store intercept method was used to collect data on the perceptions of a consumer sample (n = 200), while the data from the sample of managers (n = 14) were collected by means of personal interviews. An adapted version of the Apparel Store Image Scale (ASIS) was used in this study. The data analysis included the use of descriptive statistics and an ANOVA analysis. The congruence / incongruence classification was performed using Samli's six-type classification system. The empirical results revealed higher overall importance ratings by consumers when compared to managerial ratings. Managerial and consumer ratings on the importance of store image sub-dimensions differed significantly across 26 sub-dimensions. Proposals for rectifying the incongruence are suggested.

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