PurposeIn recent years, brand personality as a branding construct has received considerable interest, which has led to a significant effort to develop tools to measure the personality of brands. Although the majority of these studies have focused on the brand personality of conventional product brands, the new boundaries of marketing obviously necessitate the application of branding constructs to non‐traditional products such as places. This study aims to focus on brand personalities of places, and to examine the applicability of this concept for city brands.Design/methodology/approachThe research employs a factor analysis method based on data collected from 898 college students.FindingsThe findings of the study reveal that differentiating places with regard to their brand personalities is achievable. The paper introduces two new dimensions of brand personality for cities.Originality/valueThe extraction of two new factors that contribute to place brand personalities is considered a major contribution of this research to the marketing literature.

In recent years, the importance of retailing has been increasing in the business world. As the power of retailers increases, the significance of retailer brands also increases. To understand the role of consumer attitudes and behaviors in explaining consumer preferences for retailer brands is crucial. The main objective of this study is to construct a model to determine the effect of the psychographics of consumers on their tendency to purchase retailer brands. The model developed in this study has high reliability and validity. The results of the structural equation model indicate that price consciousness is the most effective factor on consumers' preference for retailer brands. Shopping mavenism and store loyalty are also found to be significant.

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