Brand personality appeal in retailing: Comparing fashion- and grocery retailing

In a mature retail market, branding can offer retailers opportunities for setting themselves apart. This study examines the construct 'brand personality appeal' (BPA; Freling et al., 2011) in retailing. Two consumer surveys are administered, on fashion retailing (n = 104) and grocery retailing (n = 101), focusing on (1) store personality, (2) BPA, and (3) retailer brand equity. A SmartPLS estimation shows that 'enthusiasm' is a personality trait that appeals to consumers regardless of the retail context, whereas 'sophistication' matters more in fashion retailing and 'unpleasantness' in grocery retailing. BPA is a significant driver of retail brand equity, regardless of the retail context.