A new measure of brand personality

Purpose – In line with changes in consumer demand, models used in empirical study of the shopping experience have expanded. Reflecting the integrative (experiential and utilitarian) nature of shopping experience, the paper aims to propose an overarching stimulus‐organism‐response based shopping experience framework.Design/methodology/approach – This conceptual paper offers a framework that integrates components of both the hedonic experience related consciousness‐emotion‐value model and the utilitarian experience‐related cognition‐affect‐behavior model. In this paper, articles crossing hedonic and utilitarian boundaries are briefly presented, and the array of variables used in empirical studies of shopping experience, with an emphasis on brick‐and‐mortar shopping experiences, are synthesized for each component of the framework.Findings – The resulting framework is an inclusive overarching structure that explains the consumer shopping experience. This framework is useful for both academia and industry. It ...

https://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=1097&context=aeshm_conf

An integrative framework capturing experiential and utilitarian shopping experience

Purpose – The objective of the present research is to examine the relationship between consumers' satisfaction with a retailer and the equity they associate with the retail brand.Design/methodology/approach – Retail brand equity is conceptualized as a four‐dimensional construct comprising: retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty. Then the associative network memory model is applied from cognitive psychology to the specific context of the relationships between customer satisfaction and consumer‐based retailer equity. A survey was undertaken using a convenience sample of shopping mall consumers in an Australian state capital city. The questionnaire used to collect data included an experimental design such that two categories of retailers were included in the study: department stores and specialty stores, with three retailers representing each category. The relationship between consumer‐based retailer equity and customer satisfaction was examined using mult...

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Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands

Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality

Positioning countries on personality dimensions: Scale development and implications for country marketing

The objective of this research study was to develop a scale for measuring store personality and to assess its psychometric properties. A preliminary study showed that store personality comprised five dimensions, termed sophistication, solidity, genuineness, enthusiasm, and unpleasantness. A follow-up survey with 226 adult consumers confirmed the stability of the factorial structure of the 34-item store-personality scale as well as the reliability of each composite dimension. Some empirical evidence was gathered with respect to the scale's construct validity, because the proposed store-personality scale was shown to behave in a manner consistent with self-image congruence theory. Additional analyses revealed that a reduced scale including 20 items exhibited factorial stability and resulted in reliable measures of the five store-personality dimensions. Finally, some empirical support was obtained in favor of using the proposed scale across different retail settings. © 2003 Wiley Periodicals, Inc.

Mélanie Lévesque

Papers

A scale for measuring store personality