Brand personality of retailers – an analysis of its applicability and its effect on store loyalty

Zentes, Joachim; Morschett, Dirk; Schramm‐Klein, Hanna

doi:10.1080/09593960701868282

Cited by 132 publications

(151 citation statements)

References 47 publications

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“…The retailers also were questioned to gain new insights on buying behavior and brand preference. The data collected was analyzed mainly thorough descriptive statistics, using ANOVA-Two factor without replication to analyze the influence of education and age factors on brand preference, One way ANOVA to analyze the impact of income factor on brand preference, Simple linear regression analysis to analyze the impact of price on brand preference and Multiple linear regression analysis was used to analyze the impact of advertisement and celebrity on brand preference [21][22][23][24]. H 1 2=Not all means are equal.…”

Section: Research Methodology and Hypothesismentioning

confidence: 99%

Statistical Analysis of the Core Determinants Influencing the Consumers Brand Preference in Generalization of Bath Soaps

Reddy¹,

KA²,

Bhandari³

2016

J Account Mark

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The necessity of this study is to identify and analyze the determinants affecting consumer's preference of bath soaps. Among the factors education, age, income, price, advertisement, celebrity, quality, the factors education, income and product qualities are affecting consumer's brand preference of bath soaps. With one way ANOVA it had been found that the income factor is influencing the consumer's brand preference in which the calculated F-Value (2.66522)>F-Critical value (2.24640). With Two way ANOVA without replication it has been found that education factor influence the brand preference, where the calculated value for education, F-Value (3.7956)>F-Critical value ( 3.0069). The calculated F-Value for age factor, F-Value (1.4301)

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Section: Research Methodology and Hypothesismentioning

confidence: 99%

Statistical Analysis of the Core Determinants Influencing the Consumers Brand Preference in Generalization of Bath Soaps

Reddy¹,

KA²,

Bhandari³

2016

J Account Mark

View full text Add to dashboard Cite

show abstract

“…These are also popularly referred to as own-brand (Kremer & Viot, 2012). In this sense, these terms (retailer brand, retail brand, retail product brand, distributor brand or store brand) are being used to refer to 'a brand owned by a retailer (a marketing chain or any other typical retail structure) or by a wholesale distributor (who owns the right to sell the brand exclusively in its own retail outlets)' (Burt & Davies, 2010;Chimhundu, Hamlin & McNeill, 2010;Herstein & Gamliel, 2006, p. 307;Leingpibul, Broyles & Kohli, 2013 The next set of researchers is more in sync with this article's theme (e.g., Möller & Herm, 2013;Zentes et al, 2008). Carpenter et al (2005) use retail brand in the sense of the 'store as a brand' (Martenson, 2007), or a 'store formula' (Luijten & Reijnders, 2009).…”

Section: Ambiguous Nomenclaturementioning

confidence: 99%

“…Then, a retail brand can be thought of as 'a group of the retailer's outlets which carry a unique name, symbol, logo or combination thereof' (Zentes, Morschett & Schramm-Klein, 2008). It identifies and differentiates the tangible and intangible offerings of a retailer (Ailawadi & Keller, 2004).…”

Section: Product Brands and Retailer Brandsmentioning

confidence: 99%

“…Retailers' stores can be viewed as their 'products' (Zentes, Morschett & Schramm-Klein, 2007). Then, a retail brand can be thought of as 'a group of the retailer's outlets which carry a unique name, symbol, logo or combination thereof' (Zentes, Morschett & Schramm-Klein, 2008).…”

Section: Product Brands and Retailer Brandsmentioning

confidence: 99%

“…Clearing the air on terminological debate, Zentes et al (2008) differentiate between the terms 'retail brand' and 'store brand' as follows. 'Retail brand' is at the level of stores (e.g., Big Bazaar, Lifestyle and IKEA), while 'store brand' is at the product (private-or own-label) level (e.g., Great Value grocery products by Easyday and Reliance Select items at Reliance Fresh stores).…”

Section: Ambiguous Nomenclaturementioning

confidence: 99%

See 2 more Smart Citations

Act Like a Retailer, Think Like a Brand: An Overview of Retailer Brand Equity and Agenda for Future Research in Indian Context

Rashmi

Dangi

2016

Asia-Pacific Journal of Management Research and Innovation

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There exists a vast body of literature on brand equity (BE). In comparison, research on its application to retailers is scarce and more recent. This review brings together strands from the fragmented literature on BE of retailers. Active research on retailer's equity began only in the recent decade, though earlier scholars have hinted at the existence of the phenomenon previously. Therefore, conceptualisation of retail equity is still in want of consensus. This article synthesises empirical evidence on operationalisation of retailer brand equity (RBE), validation of its frameworks and its antecedent-consequent relationships. We reviewed 160 BE-related papers, a majority of which focused on retail brands. The more relevant of these research articles were published during the years 2003-2014. Results of these researches have been distilled into an integrative model for RBE. KeywordsBrand management, corporate branding, retailer brand equity, consumer-based retailer brand equity, retail equity

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The mediating role of brand trust in the relationship between brand personality and brand loyalty

García

Monfort

Herrera

2021

J of Consumer Behaviour

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Despite the efforts of organisations to make their consumers loyal to their brands, numerous studies show how loyalty has been declining in recent years without apparent causes. The aim of this research is to study the relationship between personality, trust and brand loyalty, to help understand the role of each of these variables in consumers' relationships with brands. Through a structural model built from data collected from a representative sample of 1015 individuals in the Spanish market, results put forward evidence of an indirect positive influence of brand personality on consumer loyalty, mediated by brand trust. Surprisingly, the results contrast with previous studies and show that there is no direct relationship between brand personality and brand loyalty. The results of this study have implications for both researchers and managers because previous research has analysed the direct influence of brand personality on trust or loyalty but not the mediating role that trust has on the relationship between personality and loyalty.

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Brand personality of retailers – an analysis of its applicability and its effect on store loyalty

Cited by 132 publications

References 47 publications

Statistical Analysis of the Core Determinants Influencing the Consumers Brand Preference in Generalization of Bath Soaps

Statistical Analysis of the Core Determinants Influencing the Consumers Brand Preference in Generalization of Bath Soaps

Act Like a Retailer, Think Like a Brand: An Overview of Retailer Brand Equity and Agenda for Future Research in Indian Context

The mediating role of brand trust in the relationship between brand personality and brand loyalty

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