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Brand personality appeal in retailing: Comparing fashion- and grocery retailing

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  • Willems, Kim

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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  • Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003994
    DOI: 10.1016/j.jretconser.2021.102833
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    2. Elif Taşkın & Zehra Bozbay, 2023. "The Role of Store Environment Cues on Store Personality and Store Image," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 23-40.

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