Abstract
In the midst of e-commerce dominance, this chapter delves into the enduring allure of in-store shopping, examining the factors that sustain its relevance. Focusing on the interplay between store brand personality, image, and the pivotal concept of store brand love. Positive associations of store brand personality and image are posited to cultivate store brand love. The chapter proposes that store brand personality moderates the relationship between image and love. The chapter's contribution lies in providing insights for retailers, marketers, and brand managers, guiding strategies to fortify brick-and-mortar retail's competitive edge. In a dynamic retail landscape, this nuanced exploration reaffirms in-store shopping's significance, informing strategic decisions and marketing approaches for retailers.
TopStore Brand Personality
Store brand personality refers to the unique characteristics and qualities that a retail store possesses that differentiate it from other stores and create a distinct brand identity (Collins-Dodd, & Lindley, 2003; d'Astous & Levesque, 2003). It is a set of perceptions and attitudes that consumers hold about a store brand, which shape their decision to shop there (Das, 2014a, 2014b; Das et al., 2012). The definition of store brand personality can vary from researcher to another, but overall, it is the way in which the store brand is perceived by its target customers (Zentes et al., 2008; Chang & Kwon, 2022). Understanding the store brand personality can help retailers in branding activities and other important decisions (Brengman & Willems, 2009). Store personality can be conveyed through various elements such as salespeople, store design, product offerings, customer service, and marketing campaigns (Möller & Herm, 2013; Das et al., 2012; Brengman & Willems, 2009). There are several different dimensions of store personality that have been identified in the literature. According to d'Astous & Levesque (2003) brand personality dimensions are; enthusiasm, sophistication, genuineness, solidity, and unpleasantness.
Key Terms in this Chapter
Enthusiasm: In the context of store brand personality refers to a lively and energetic quality. It reflects a store that is vibrant, positive, and exudes a sense of excitement. An enthusiastic store may be associated with passion for its products, engaging customer interactions, and a dynamic atmosphere.
Unpleasantness: A dimension of store brand personality, represents negative or unfavorable characteristics. A store with an unpleasant brand personality may be associated with unfriendly customer service, low-quality products, or a negative overall shopping experience. This is a dimension that stores generally strive to avoid or overcome.
Store Brand Personality: Refers to the set of human-like characteristics, traits, and qualities that a retail store is perceived to possess. This concept involves attributing human attributes to the store, creating a distinct and relatable identity that resonates with consumers. A store's brand personality is a strategic aspect of its overall branding efforts and is designed to evoke specific emotions and connections with the target audience. Key components of store brand personality are; enthusiasm, sophistication, genuineness, solidity, and unpleasantness.
Solidity: T he strength, reliability, and stability associated with the store brand. A store with a solid brand personality is perceived as dependable, consistent, and able to withstand challenges. This may be reflected in the store's long-standing reputation, quality assurance, and commitment to customer satisfaction.
Store Brand Love: Refers to the deep emotional connection, loyalty, and positive feelings that consumers have towards a particular retail brand or store. It goes beyond transactional relationships and involves a strong, enduring bond between the consumer and the store. Brand love is often built on various factors, including; positive experiences, shared values, product quality and innovation. customer service, consistency, brand identity and emotional appeal.
Store Brand Image: Refers to the overall perception, reputation, and impression that consumers have of a particular retail store. It encompasses the visual, emotional, and experiential associations people make with the store. A store's brand image is shaped by various elements, including: visual identity, product assortment, pricing strategy, customer service, in-store atmosphere, advertising, word-of-mouth and brand associations.
Genuineness: An in-store brand personality conveys authenticity, sincerity, and transparency. A store characterized by genuineness is perceived as honest, trustworthy, and true to its values. This trait can be reflected in product quality, customer interactions, and communication.
Sophistication: This suggests a high level of refinement, elegance, and class associated with the store. A store with a sophisticated brand personality may be perceived as offering upscale products, having a stylish visual identity, and providing a premium shopping experience.