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European Retail Research Edited by Hanna Schramm-Klein Th omas Rudolph Siegen University, Germany, University of St. Gallen, Switzerland, [email protected] [email protected] Th omas Foscht Peter Schnedlitz University of Graz, Austria, Vienna University of Economics [email protected] and Business, Austria, [email protected] Dirk Morschett University of Fribourg, Switzerland, Bernhard Swoboda [email protected] University of Trier, Germany, [email protected] Editorial Advisory Board In the editorial advisory board, a number of distinguished experts in retail research from diff erent countries support the editors: – Steve Burt, University of Stirling, UK – Heli Paavola, – Michael Cant, University of Tampere, Finland University of South Africa, South Africa – Mark Palmer, – Gérard Cliquet, University of Rennes I, University of Birmingham, UK France – Luca Pellegrini, IULM University Milan, – Enrico Colla, Negocia, France Italy – Ulf Elg, Lund University, Sweden – Barry Quinn, University of Ulster, – Martin Fassnacht, Northern Ireland WHU – Otto Beisheim School – Will Reijnders, Tilburg University, of Management, Germany Th e Netherlands – Marc Filser, University of Dijon, France – Th omas Reutterer, Vienna University – Juan Carlos Gázquez Abad, of Economics and Business, Austria University of Almeria, Spain – J onathan Reynolds, Oxford, UK – Arieh Goldman, Hebrew University, – Sharyn Rundle-Th iele, University Israel (†) of Southern Queensland, Australia – David Grant, University of Hull, UK – Brenda Sternquist, – Andrea Gröppel-Klein, Michigan State University, USA Saarland University, Germany – Gilbert Swinnen, Universiteit Hasselt, – Herbert Kotzab, Belgium Copenhagen Business School, Denmark – Ikuo Takahashi, Keio University, Japan – Michael Levy, Babson College, USA – Waldemar Toporowski, – Cesar M. Maloles III, University of Goettingen, Germany California State University, USA – Volker Trommsdorff , – Peter J. McGoldrick, Technical University Berlin, Germany Manchester Business School, – Gianfranco Walsh, Manchester University, UK Koblenz-Landau University, Germany – Richard Michon, Ryerson University, – Barton Weitz, University of Florida, Canada USA – Dirk Möhlenbruch, – Joachim Zentes, Saarland University, University Halle-Wittenberg, Germany Germany Hanna Schramm-Klein • Thomas Foscht Dirk Morschett • Thomas Rudolph Peter Schnedlitz Bernhard Swoboda (Eds.) European Retail Research 2013, Volume 27, Issue I Editors Hanna Schramm-Klein Th omas Rudolph Siegen University, Germany University of St. Gallen, Switzerland Th omas Foscht Peter Schnedlitz University of Graz, Austria Vienna University of Economics and Business, Austria Dirk Morschett University of Fribourg, Switzerland Bernhard Swoboda University of Trier, Germany ISBN 978-3-658-05312-3 ISBN 978-3-658-05313-0 (eBook) DOI 10.1007/978-3-658-05313-0 Th e Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografi e; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. Library of Congress Control Number: 2014933525 Springer Gabler © Springer Fachmedien Wiesbaden 2014 Th is work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifi cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfi lms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer soft ware, or by similar or dissimilar methodology now known or hereaft er developed. Ex- empted from this legal reservation are brief excerpts in connection with reviews or schol- arly analysis or material supplied specifi cally for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. Th e use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specifi c statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal re- sponsibility for any errors or omissions that may be made. Th e publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer Gabler is a brand of Springer DE. Springer DE is part of Springer Science+Business Media. www.springer-gabler.de V Preface EUROPEAN RETAIL RESEARCH is a bi-annual that is in the tradition of the reputable book series “Handelsforschung” (Retail Research) which has been published by Prof. Dr. Volker Trommsdorff in Germany for more than two decades. Since 2008, this publication is edited by a team of retail researchers from Austria, Germany, and Switzerland. The aim of this book series is to publish interesting and innovative manuscripts of high qual- ity. The target audience consists of retail researchers, retail lecturers, retail students and retail executives. Retail executives are an important part of the target group and the knowledge transfer between retail research and retail management remains a crucial part of the publica- tion’s concept. EUROPEAN RETAIL RESEARCH is published in two books per year, Issue I in spring and Issue II in fall. The publication is in English. All manuscripts are double-blind reviewed and the book invites manuscripts from a wide regional context but with a focus on Europe. We respect the fact that for many topics, non-English literature may be useful to be referred to and that retail phenomena from areas different from the US may be highly interesting. The review process supports the authors in enhancing the quality of their work and offers the authors a refereed book as a publication outlet. Part of the concept of EUROPEAN RETAIL RESEARCH is an only short delay between manuscript submission and final publication, so the book is – in the case of acceptance – a quick publication platform. EUROPEAN RETAIL RESEARCH welcomes manuscripts on original theoretical or con- ceptual contributions as well as empirical research – based either on large-scale empirical data or on case study analysis. Following the state of the art in retail research, articles on any ma- jor issue that concerns the general field of retailing and distribution are welcome, e.g. (cid:120) different institutions in the value chain, like customers, retailers, wholesalers, service companies (e.g. logistics service providers), but also manufacturers’ distribution net- works; (cid:120) different value chain processes, esp. marketing-orientated retail processes, supply chain processes (e.g. purchasing, logistics), organisational processes, informational, or financial management processes; (cid:120) different aspects of retail management and retail marketing, e.g. retail corporate and com- petitive strategies, incl. internationalisation, retail formats, e-commerce, customer behav- iour, branding and store image, retail location, assortment, pricing, service, communica- tion, in-store marketing, human resource management; (cid:120) different aspects of distribution systems, e.g. strategies, sales management, key account VI Preface management, vertical integration, channel conflicts, power, and multichannel strategies. Basically, we seek two types of papers for publication in the book: (cid:120) Research articles should provide a relevant and significant contribution to theory and practice; they are theoretically well grounded and methodologically on a high level. Purely theoretical papers are invited as well as studies based on large-scale empirical data or on case-study research. (cid:120) Manuscripts submitted as more practice-oriented articles show new concepts, questions, issues, solutions and contributions out of the retail practice. These papers are selected based on relevance and continuing importance to the future retail research community as well as originality. In addition, the editors will invite articles from specific authors, which will also be double blind reviewed, but address the retailing situation in a specific country. Manuscripts are re- viewed with the understanding that they are substantially new, have not been previously pub- lished in English and in whole, have not been previously accepted for publication, are not under consideration by any other publisher, and will not be submitted elsewhere until a deci- sion is reached regarding their publication in EUROPEAN RETAIL RESEARCH. An excep- tion are papers in conference proceedings that we treat as work-in-progress. Contributions should be submitted in English language in Microsoft Word format by e-mail to the current EUROPEAN RETAIL RESEARCH managing editor or to info@european-retail- research.org. Questions or comments regarding this publication are very welcome. They may be sent to anyone of the editors or to the above mentioned e-mail-address. Full information for prospective contributors is available at http://www.european-retail-re- search.org. For ordering an issue please contact the German publisher “Springer Gabler” (www.springer-gabler.de) or a bookstore. We are very grateful for editorial assistance provided by Sascha Steinmann. Graz, St.Gallen, Fribourg, Vienna, Trier and Siegen, Autum 2013 Thomas Foscht, Dirk Morschett, Thomas Rudolph, Peter Schnedlitz, Bernhard Swoboda Hanna Schramm-Klein (managing editor for Volume 27 Issue I) Contents I shop where I belong: The Influence of Self-monitoring on Fashion Retailer Choice……………………………………………………………………………….. 1 Lindsey Carey, Marie-Cecile Cervellon and Stephen Doyle Purchasing the Counterfeit: Antecedences and Consequences from Culturally diverse Countries…………………………………………………………..….. 23 Bernhard Swoboda, Karin Pennemann and Markus Taube Differentiation in Online Retailing from a Consumer’s Perspective – A Repertory Grid Approach………………………………………………………………….43 Julian Kellner, Gerhard Wagner, Stephan Zielke and Waldemar Toporowski What our Name Stands for: Retail Store Owners and their Employees in Store Flyer Advertising…………………………………………………………………59 Bernhard Swoboda and Stefan Elsner What is So Difficult about Self-Scanning? A Comparative Study of three Self-Service Technologies for Retailing…………………….……………………….79 Thomas Kilian and Marc Liesenfeld Country Report Retailing in Portugal – Background, Developments and Challenges………………………..95 Gerhard Wagner, Kim-Kathrin Kunze, Markus Welzel and Frederic Nimmermann EUROPEAN RETAIL RESEARCH Vol. 27, Issue I, 2013, pp. 1-126 I shop where I belong: The Influence of Self-monitoring on Fashion Re- tailer Choice Lindsey Carey, Marie-Cecile Cervellon and Stephen Doyle Abstract Current economic climate in the UK means that fashion clothing consumers are currently po- larising into extremes of consumption between value and luxury clothing retailers. Self- monitoring is a personality trait, which enables the individual to interpret and contextualise their inner and outer self. Self-monitoring has previously been investigated to define its ef- fects on consumption behaviour and high self-monitors appear to be concerned principally with the aesthetics of the self and are attentive to the messages that clothing and other out- ward physical representations send whereas low self-monitors are primarily attracted to the more utilitarian aspects of a consumption offering. Taking into account the current economic climate with which fashion retailers are faced and the continuing growth of value retailers, this exploratory research investigates the influence of the self-monitoring trait on fashion re- tailer choice. As indicated from the findings, self-monitoring theory was shown to play a sig- nificant role in the choice of clothing retailer among young student females (aged 18-24) par- ticipating in this research. Through associative statistical tests, this study concluded that low self-monitors will shop with value retailers in preference to any other area of the market whereas high self-monitors were shown to be motivated by a lifestyle dimension rather than price and did not shop frequently in value outlets. Keywords Fashion, clothing, retailer, self-monitoring theory Lindsey Carey (corresponding author) Senior Lecturer, Glasgow Caledonian University (+44 (0)141 331 8263, E-mail: [email protected]) Marie-Cecile Cervellon Professor of Marketing, International University of Monaco Stephen Doyle Senior Lecturer, Glasgow Caledonian University EUROPEAN RETAIL Received: 15/03/2013 RESEARCH Revised: 25/07/2013 Accepted: 26/07/2013 Vol. 27, Issue I, 2013, pp. 1-21 H. Schramm-Klein et al. (eds.), European Retail Research, DOI 10.1007/978-3-658-05313-0_1, © Springer Fachmedien Wiesbaden 2014 2 European Retail Research Vol. 27, Issue I, pp. 1-21 1 Introduction The UK retail clothing market is forecast to grow just 1.9 % between 2012 and 2015 with on- line offering continuing to grow and retailers reducing physical space but improving sales density to remain competitive (Verdict 2011). It is companies such as Marks & Spencer (M&S), one of the most trusted brands in the UK who compete in the middle retail clothing market that are finding business hard, as consumers appear to be polarising towards either the value or premium/luxury brands (Just-Style 2010). Those that are thriving include discount chains such as Matalan and Primark Stores which showed continued upward performance in the first half of 2012 (Verdict 2012a) through a combination of store expansions and price driven product offers. With depressed demand and the prevalence of discounters, it is no wonder that UK clothing retailing is expected to see modest growth in the future. In this time of economic recession, the purchase of fashion clothing items has increased as their retail price has fallen whilst fashion clothing companies in all sectors of the industry have reduced their selling price in order to compete with the value retailers. This has been accompanied by an intensification of the frequency of product offer, especially in the lower to mid-sectors en- couraging a rapid replacement culture (Key Note 2012). The effect of this reduction in price and increase in demand has resulted in a level of consumer saturation of product and brand choice which has inadvertently increased the selectiveness of the savvy fashion consumer (Mintel 2012). The beneficiaries have been the premium and niche retailers that are growing their collective share the fastest despite the downturn, indicating shoppers are seduced by propositions built around lifestyle as opposed to product. In the context of a market undergo- ing consumer re-alignment, it is appropriate to scrutinise the characteristics, motivations and behaviours of the consumers that comprise the market. As such, this research seeks to exam- ine the nature and influence of self-monitoring in an economically challenged marketplace. This research remains explorative in nature as it establishes a relationship between retailer choice and self-monitoring whilst building on previous research in this area. Further research would confirm the initial results which are established on a relatively small sample. Consumer behaviour, as a discipline, includes a reflection on the effect of consumption on our lives. It also extends, through theories related to the self, to the influence possessions have on the way we view and present ourselves outwardly and our interactions with others. Thus, products that are consumed are not only, “bundles of attributes that yield particular benefits” (Holt 1995, p.1) but they are purveyors of symbolic meaning to others. This symbolic mean- ing related to consumer products has been found to be principally communicated through the engagement with and consumption of brands (McCracken 1986). Self-monitoring recognises that individuals differ ‘in the extent to which they can observe and control their expressive behaviour and self-presentation’ (Snyder/Gangestad 1986, p.125). Snyder (1974) posits that

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