Abstract
The circular format is a cluster of heterogeneous stores under the same brand within the city center through the store-outside-a-store strategy. The purpose is to demonstrate that the circular format has a positive impact on store image, self-congruity, retail brand experience, and store patronage. Shopping values were also considered as moderators. Three studies conducted in Italy reveal that: a. the consumers of the circular format have higher store patronage than those of the traditional format; b. such patronage is moderated by hedonic shopping value; and c. the relationship between the circular format and store patronage is mediated by self-congruity and retail brand experience through store image.
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