Consumer-Retailer Identification Enhancing Consumer Well-Being

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Author(s): Isabella Maggioni (ESCP Europe, Italy)
Copyright: 2020
Pages: 14
Source title: Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Source Author(s)/Editor(s): Fabio Musso (University of Urbino Carlo Bo, Italy)and Elena Druica (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-1412-2.ch001

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

Consumer-Retailer Identification (CRI) is a powerful tool for retailers to develop meaningful relationships and strengthen the emotional bond with their customers. Besides showing positive attitudes towards brands that reflect their self-concept, consumers prefer to engage with retailers that are more likely to express and enhance their identity. This alignment between a retailer's image and one's identity has been shown to positively affect consumers' sense of well-being and their overall quality of life. This chapter proposes a framework based on a review of past research on the role of consumer's self-concept in the promotion of consumer well-being in retail settings. Focusing on CRI, the chapter offers directions for future research while discussing emerging trends.

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Consumer-Retailer Identification Enhancing Consumer Well-Being

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