E-store brand personality congruence for multichannel apparel retail brands

Purpose This study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence. Design/methodology/approach An online survey was conducted with a US national sample of 458 female consumers (20–50 years old) who had shopped for clothing online. Findings...