Impact of retailer personality on consumer‐based retailer equity

Abstract

PurposeThe purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity.Design/methodology/approachThe authors developed a retailer personality scale and find its impact on consumer‐based retailer equity by adopting the scale developed by Pappu and Quester. A mall‐intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in a metropolitan city, Kolkata, India. The questionnaire was used to collect data from seven department retail brands. The impact of each retailer personality dimension on each consumer‐based retailer equity dimension was explored, using structural equation modeling.FindingsThe study proposed a five‐dimensional scale to measure department store personality. Results indicated that the three dimensions of store personality, namely sophistication, dependability and empathy, have significant positive impact on each consumer‐based retailer equity dimension except one (empathy→retailer loyalty). The remaining two dimensions of retailer personality, namely authenticity and vibrancy, have no impact on each consumer‐based retailer dimension.Originality/valueThe paper is the first to propose a scale for measuring department store personality and to explore the link between retailer personality and consumer‐based retailer equity.

An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity

“…Although there are examples of formative models of retailer equity in the literature (e.g., Arnett et al, 2003;Londoño et al, 2016), the majority of studies that examined retailer equity conceptualized retailer equity dimensions as reflective models (Choi and Huddleston, 2014;Das, 2015;Das et al, 2012;Jinfeng and Zhilong, 2009;Pappu and Quester, 2006). Accordingly, in line with the existing literature, we conceptualized retailer equity as a multi-dimensional framework that is captured with first-order reflective dimensions.…”

“…For example, while some researchers tested models in which retailer loyalty was the dependent variable, and the remaining dimensions (mainly awareness, associations, and perceived quality) were the predictors (Choi and Huddleston, 2014;Jinfeng and Zhilong, 2009), others tested frameworks in which all retailer equity dimensions were modeled as parallel, without any structural relationships (Das, 2015;Das et al, 2012). In their retailer equity conceptualization, Jara and Cliquet (2012) modeled awareness as the antecedent, retailer associations as the mediators, and consumer responses as the dependent variable.…”

“…Brand equity is an important concept for retailers given its association with purchase behavior, market share, financial performance, and shareholder value (Aaker, 1991;Anselmsson and Bondesson, 2015;Keller and Lehmann, 2003;Swoboda et al, 2016). Given the intensified competition in the retail industry, a better understanding of retailer brand equity is strategically important for both retail management and retail performance (Arnett et al, 2003;Das et al, 2012;Keller, 2010;Londoño et al, 2017;Swoboda et al, 2013).…”

Inter-type differences in store personality between department stores, hypermarkets, and mobile commerce

“…Therefore, d 'Astous and Levesque (2003) developed the five-store personality dimensions of solidity, sophistication, genuineness, enthusiasm, and unpleasantness using 20 measurement criteria. Furthermore, Das et al (2012) recently developed five store personality scales based on Indian department stores: sophistication, empathy, dependability, authenticity, and vibrancy. However, one limitation of these scales is that they include only specific retailer types, such as department stores and specialty stores that hamper the possibilities of generalisation.…”

PENGARUH KESADARAN MEREK RITEL, ASOSIASI MEREK RITEL, KUALITAS YANG DITERIMA MEREK RITEL, KESETIAAN MEREK RITEL TERHADAP EKUITAS MEREK RITEL (Studi Empiris pada Kartika Sari)

“…Kesetiaan akan sebuah merek ritel melambangkan pikiran yang konstruktif terhadap merek suatu ritel yang mengarah ke pembelian yang konstan suatu produk dari waktu ke waktu (Aaker, 1991 (Moller dan Herm, 2013;Das et. al, 2012;Das, 2015).…”