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 Results revealed that e-store brand personality incongruence in three personality dimensions had a negative impact on consumers' e-store patronage intention directly as well as indirectly by reducing the consumers' global perception of the e-store brand fit. Further, the retailer's relevance to the consumer moderated the relationship between the perceived e-store brand fit and e-store patronage intention in that this relationship was significantly greater among consumers with a high (vs low) perceived self-relevance of the retail brand. Practical implications The findings highlight the importance of symbolically integrated cross-channel brand management for multichannel apparel retailers by clearly identifying their brand personality and carefully crafting it into their e-store interface design and e-store visual merchandising to convey the brand personality. Originality/value This study expands the application of image congruence to the cross-channel image congruence phenomenon in multichannel retailing environments by examining the e-store brand image congruence employing both direct and indirect approaches.