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Sources of retailer personality: Private brand perceptions

Author

Listed:
  • Cindy Lombart

    (Audencia Business School)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

This study focuses on the impact of two antecedents of retailer personality (grasped by five personality traits: introversion, conscientiousness, agreeableness, sophistication and disingenuousness), on trust and attitude toward the private brand, as well as on one major consequence of these three concepts, loyalty to the retailer. Data were collected through a natural experiment on a convenience sample of 226 consumers of a French grocery retailer. Using partial least squares analysis (PLS), our results mainly indicated that (1) private brand trust has a positive and significant influence on the retailer personality traits "conscientiousness" and "sophistication" (2) private brand trust and private brand attitude have a positive and significant influence on the retailer personality trait "agreeableness" (3) trust and attitude toward the private brand have a positive and significant influence loyalty to the retailer while retailer personality traits have no influence on this variable. This research fills a gap in the literature since few studies have looked at the antecedents of retailer personality. Moreover, it reinforces the strategic importance of private brands for retailers since they have the potential to improve retailer personality and loyalty to the retailer.

Suggested Citation

  • Cindy Lombart & Didier Louis, 2016. "Sources of retailer personality: Private brand perceptions," Post-Print hal-01279480, HAL.
    • Handle: RePEc:hal:journl:hal-01279480
    DOI: 10.1016/j.jretconser.2015.09.002
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    Citations

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    Cited by:

    1. Weitzl, Wolfgang & Hutzinger, Clemens, 2017. "The effects of marketer- and advocate-initiated online service recovery responses on silent bystanders," Journal of Business Research, Elsevier, vol. 80(C), pages 164-175.
    2. Han, Nah Ray & Baek, Tae Hyun & Yoon, Sukki & Kim, Yeonshin, 2019. "Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 352-361.
    3. Konuk, Faruk Anıl, 2020. "Trust transfer from manufacturer to private label brand: The moderating role of grocery store format," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Carsana, Laurence & Jolibert, Alain, 2018. "Influence of iconic, indexical cues, and brand schematicity on perceived authenticity dimensions of private-label brands," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 213-220.
    5. Hutzinger, Clemens & Weitzl, Wolfgang J., 2021. "Co-creation of online service recoveries and its effects on complaint bystanders," Journal of Business Research, Elsevier, vol. 130(C), pages 525-538.
    6. Martinelli, Elisa & De Canio, Francesca, 2021. "Purchasing veg private labels? A comparison between occasional and regular buyers," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    7. Charton-Vachet, Florence & Lombart, Cindy, 2018. "Impact of the link between individuals and their region on the customer-regional brand relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 170-187.

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