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Title: | Brand personality appeal in retailing: Comparing fashion- and grocery retailing | Authors: | WILLEMS, Kim | Issue Date: | 2022 | Publisher: | ELSEVIER SCI LTD | Source: | Journal of retailing and consumer services, 64 (Art N° 102833) | 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. | Notes: | Willems, K (corresponding author), Vrije Univ Brussel, Pl Laan 2, B-1050 Brussels, Belgium.; Willems, K (corresponding author), Hasselt Univ, Fac Social Sci, Pl Laan 2, B-1050 Brussels, Belgium.; Willems, K (corresponding author), Hasselt Univ, Solvay Business Sch, Dept Business Mkt & Consumer Behav, Pl Laan 2, B-1050 Brussels, Belgium. kim.willems@vub.be |
Keywords: | Store personality;Brand personality appeal;Retailer brand equity;Favorability;Clarity;Originality | Document URI: | http://hdl.handle.net/1942/36255 | ISSN: | 0969-6989 | e-ISSN: | 1873-1384 | DOI: | 10.1016/j.jretconser.2021.102833 | ISI #: | WOS:000722598200003 | Rights: | 2021 Elsevier Ltd. All rights reserved. | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2023 |
Appears in Collections: | Research publications |
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