Nonostante la costante attenzione dedicata al tema della fedeltà del consumatore, la letteratura di marketing non è stata in grado di fornire una definizione condivisa e chiara del costrutto. Questo si è tradotto in una scarsa integrazione del tema della customer loyalty negli studi di consumer behaviour. L’analisi della fedeltà del cliente diviene più complessa nei contesti distributivi e in particolare per quanto concerne la grande distribuzione moderna. Questa tesi di dottorato presenta e testa un framework concettuale che descrive il processo psicologico alla base dello sviluppo di fedeltà nei confronti della grande distribuzione moderna. Il modello si fonda sul reference-based paradigm e si snoda in due fasi. Nella fase cognitiva vengono valutati gli effetti degli stimoli provenienti dallo store environment sulla formazione delle valutazioni dei consumatori in merito a functional congruity, self-congruity e attrattività delle alternative presenti sul mercato. Nella seconda fase vengono analizzati gli effetti di queste tre variabili sulla fedeltà del consumatore. Viene inoltre evidenziato come l’identificazione tra retailer e consumatore risulti essere di primaria importanza per la customer loyalty. Inoltre il modello include e testa l’impatto di fattori quali struttura del mercato, livello di conoscenza del consumatore e time pressure sul processo di sviluppo di customer loyalty. / Although researchers have wondered about the meaning of true customer loyalty for decades, literature still lacks a clear and shared conceptualization. This has also resulted in a poor integration of the concept of customer loyalty in consumer behaviour theory. The general debate on customer loyalty is even more complex when referring to the particular case of retail establishments, in which absolute consumer loyalty is not realistic and most shoppers purchase on a portfolio basis. In order to contribute to the understanding of customer loyalty, this thesis proposes and empirically tests a comprehensive conceptual framework aimed at analysing the psychological process underlying the development of customer loyalty in retail settings. Based on the reference-based paradigm and structured in two stages, the model considers three reference effects, i.e. functional congruity, alternative attractiveness and self-congruity and their role in the relationship between store environment and customer loyalty in grocery retail. The thesis acknowledges the pivotal role of self-congruity in the relationship between store environment and customer loyalty due to its interplay with the other reference effects. It also proves that market structure, shopping expertise and time pressure are of prime importance when analysing customer loyalty.

博士（商学） / 甲第424号 / VI, 123p / 一橋大学

Syftet med denna studie är att utveckla en djupare förståelse för inställningen till reklambilder hos svenska kvinnor i generation Z. Vi kommer undersöka vad de anser är viktigt att inkludera och hur de vill bli representerade när det gäller modeller som bär kläder på reklambilder på bildplattformen Instagram. Det empiriska materialet består av tolv djupgående semistrukturerade intervjuer med kvinnor födda mellan åren 1997-2000. Som underlag i intervjuerna använder studien visuella moodboards (fotokollage) med reklambilder från sex olika varumärken. Syftet med moodboards var att möjliggöra bättre diskussionsunderlag och sedan kunna analysera varför respondenterna rangordnade respektive moodboard på plats 1, 3 och 6. Resultatet visade att respondenterna främst ville representeras genom igenkänningsfaktorer såsom kroppsform, etnicitet och personlig stil. De ville även representeras som självsäkra och med bred mångfald, för att spegla hur samhället faktiskt ser ut. Respondenterna ansåg att mångfald var viktigt där de ville att reklambilder på Instagram skulle inkludera flera olika attribut. De viktigaste attributen var först och främst olika kroppstyper och etniciteter, för att öka igenkänningsfaktorn. Utöver kroppstyp och etnicitet ansåg de även att det var viktigt att inkludera flera grupper som ansågs underrepresenterade, såsom äldre, människor med funktionsvariation och transpersoner. Ytterligare attribut som ett fåtal respondenter påpekade att de ville inkludera i reklambilder var aknebenägen hud och glasögon, för att höja igenkänningsfaktorn. Avslutningvis vill respondenterna att reklambilder på Instagram ska framhäva och inkludera attribut som människor vanligtvis vill dölja och därför gå åt det mer naturliga hållet. Detta ansågs som rätt i tiden och dit samhället förhoppningsvis är på väg. / The purpose of this study is to develop a deeper understanding of the attitude towards advertising images among Swedish women in generation Z. We will investigate what they consider important to include and how they want to be represented in terms of models who wear clothes in advertising images on the social media platform Instagram. The empirical material consists of twelve in-depth semi-structured interviews with women born between 1997 to 2000. As a basis for the interviews, the study uses visual moodboards (photo collage) with advertising images from six different brands. The purpose of the moodboards was to enable better discussion material and then be able to analyze why the respondents chose the respective moodboard in place 1, 3 and 6. The results show that the respondents mainly wanted to be represented through recognition factors such as body shapes, ethnicity and personal style. They also wanted to be represented as self confident and with a wide diversity, to reflect what society actually looks like. Respondents believed that diversity was important and wanted advertising images on Instagram to include several different attributes. The most important attributes were first and foremost different body types and ethnicities, to increase the recognition factor. In addition to body type and ethnicity, they also felt that it was important to include several different groups that were considered underrepresented, such as the elderly, people with disabilities and trans people. Additional attributes that a few respondents indicated they wanted to include in advertising images were acne-prone skin and glasses, due to increasing the recognition factor. Lastely, the respondents wanted advertising images on Instagram to show and include attributes that people usually want to hide and therefore go in the more natural direction. This was considered the right time and where society is hopefully heading.

近年社群網站Facebook成為品牌宣傳的新渠道，不同地域、年齡、社會階層或消費水準的人都可以不受實體店面的侷限，透過朋友的分享輕鬆接觸到各時尚精品品牌的資訊。於是精品品牌如何在社群人際間的傳遞過程掌握其品牌形象，還有後續構成的品牌效果是本研究欲探討的重點。 本研究以自我一致性、社會比較的角度切入，輔以平衡理論的觀點進一步檢視消費者觀看社群媒體中的朋友分享貼文是否受到品牌、朋友時尚形象與理想自我一致性高低程度不同而影響其品牌態度與購買意願。 本研究以實驗法進行，研究結果如下： 一、消費者在Facebook動態中看到時尚品牌的朋友品牌分享貼文後，品牌形象與消費者理想自我一致高會比一致低，產生更正面的品牌態度，但對購買意願無顯著影響。 二、知覺品質中介「品牌形象與理想自我一致性」對品牌態度的影響; 但對購買意願無中介效果。 三、 「朋友時尚形象與理想自我形象一致性」高低並不會影響品牌與消費者理想自我形象一致性高低對品牌態度。