Marketing

Context (archaeology)

Sophistication

Appeal

Biology

Construct (python library)

Social psychology

Computer science

Brand equity

Business

Paleontology

Advertising

Psychology

Political science

Sociology

Programming language

Personality

Social science

Journal of Retailing and Consumer Services

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.

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