European Retail Research: 2013, Volume 27, Issue I

130 Pages·2014·2.604 MB·English

by  Hanna Schramm-Klein, Thomas Foscht, Dirk Morschett, Thomas Rudolph, Peter Schnedlitz, Bernhard Swoboda (eds.)

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.
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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
([phone], 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