Store Personality: Perceptions Towards Consumer Electronics Chain Stores in Turkey A Case of University Students

Abstract

The purpose of this study is to identify, develop and compare the determinants of store personality of the most preferred consumer electronics chain stores, as perceived by young consumers in turkey. A questionnaire survey including a 22-item store personality scale was conducted among 855 students using a convenience sampling method. exploratory factor analysis (efA) and confirmatory factor analysis (cfA) was performed. findings suggest that greater accuracy of information is needed in the purchasing decision related to high involvement products such as consumer electronics. Also it was found that younger consumers prefer reliable stores that give accurate information, value for money, and provides price-quality fit. This study addresses the neglected area of store personality development and validation for consumer electronics relates through an understanding of young consumers perceptions towards store personality determinants.

A synthesized retail brand personality framework: a cross-cultural study of Taiwan and the United States

“…However, Merrilees and Miller (2001) replicated Aaker's (1997) research on an Australian retail store and found that only two of Aaker's (1997) five dimensions, s incerity and c ompetence , significantly described retailer personality. Ventura et al. (2013) further found that the BPS was not applicable to consumer electronic retailing stores.…”

“…However, Merrilees and Miller (2001) replicated Aaker's (1997) research on an Australian retail store and found that only two of Aaker's (1997) five dimensions, sincerity and competence, significantly described retailer personality. Ventura et al (2013) further found that the BPS was not applicable to consumer electronic retailing stores. In addition, Zentes et al (2008) contended that developing separate scales for each branded product or sector would hamper knowledge accumulation and impede the comparison of research results across different brand categories.…”