Brand personality appeal in retailing: Comparing fashion- and grocery retailing |
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| Institution: | 1. School of Industrial Engineering, College of Engineering, University of Tehran, Iran;2. School of Business and Economics, RWTH Aachen University, Aachen, Germany;3. Centre for Research in Sustainable Supply Chain Analytics, Rowe School of Business, Dalhousie University, Halifax, NS, Canada;1. IQS School of Management, Universitat Ramon Llull, Via Augusta, 390, 08017, Barcelona, Spain;2. Tecnológico de Monterrey, Avenida General Ramón Corona 2514, Nuevo México, 45138, Zapopan, JAL, Mexico;1. Faculty of Economics and Business Administration, Ruppin Academic Center, Emek Hefer, 4025000, Israel;2. Paris School of Business, France;1. Indian Institute of Management Kashipur, Kashipur, Uttarakhand, 244713, India;2. Indian Institute of Management Ranchi, Ranchi, Jharkhand, 834008, India |
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| Abstract: | In a mature retail market, branding can offer retailers opportunities for setting themselves apart. This study examines the construct ‘brand personality appeal’ (BPA; Freling et al., 2011) in retailing. Two consumer surveys are administered, on fashion retailing (n = 104) and grocery retailing (n = 101), focusing on (1) store personality, (2) BPA, and (3) retailer brand equity. A SmartPLS estimation shows that ‘enthusiasm’ is a personality trait that appeals to consumers regardless of the retail context, whereas ‘sophistication’ matters more in fashion retailing and ‘unpleasantness’ in grocery retailing. BPA is a significant driver of retail brand equity, regardless of the retail context. |
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| Keywords: | Store personality Brand personality appeal Retailer brand equity Favorability Clarity Originality |
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