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Congruency as a mediator in an IKEA retail setting: products, services and store image in relation to sensory cues
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2924-2874
2016 (English)In: International Journal of Retail & Distribution Management, ISSN 0959-0552, E-ISSN 1758-6690, Vol. 44, no 9, 956-972 p.Article in journal (Refereed) Published
Abstract [en]

Purpose

The purpose of this paper is to analyse and discuss how sensory cues are preferred in relation to products, service and store image in a retail context and why retailers should consider the importance of congruence in a retail setting.

Design/methodology/approach

Four qualitative focus group discussions were conducted, following a semi-structured interview guide. A total of 24 participants discussed how and why a lighting department in an IKEA store in Sweden could be regarded as more appealing than the traditional layout.

Findings

The findings indicate that congruency works as a mediator between a retail setting, sensory cues, products, service and store image. Consumers prefer, compare and categorize sensory cues in relation to the specific product in the department, the service offered by the firm and the store image.

Originality/value

A model is developed that conceptualizes congruency as a mediator in a retail setting, which provides an opportunity to further explore external influences on congruency in retail settings, both conceptually and empirically.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2016. Vol. 44, no 9, 956-972 p.
Keyword [en]
Retailing, Mediator, Congruency, Sensory cues
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-56718DOI: 10.1108/IJRDM-03-2016-0035Scopus ID: 2-s2.0-84986309908OAI: oai:DiVA.org:lnu-56718DiVA: diva2:974199
Available from: 2016-09-25 Created: 2016-09-25 Last updated: 2016-09-28Bibliographically approved

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Helmefalk, Miralem
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf