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This study investigates how the physical attractiveness of salespeople and other customers and self-imagecongruence influence customer perception and brand attitude. As a result of a pretest, four types of pictorialstimuli were developed: physical attractiveness of salespeople (high/low) × that of other customers (high/low). Stimuli were developed using Photoshop CS. A total of 550 samples in two experiments were usedand all respondents were women in their 20s and 30s. Data were analyzed using ANOVA and SEM. Theresult of analysis shows that the physical attractiveness of salesperson had a significant impact on perceivedquality, but that of other customers did not. However, self-image congruence with other customers shows asignificant effect on perceived quality; however, salespeople did not. The impact of the perceived productquality on brand attitude is higher than perceived service quality. This study adds to fashion retailing litera-ture by demonstrating that physical attractiveness and self-image congruence can influence a customers' per-ception of product or service quality and brand attitude. It provides interesting insight into how retailerscan use social factors as a strategic tool in a retail setting.Key words: Salespeople, Other customers, Physical attractiveness, Self-image congruence, Brand attitude;,  ,  ,  ,

Impact of Salespersons and Other Customers in a Fashion Store -Focus on Physical Attractiveness and Self-image Congruence-