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.
Published in Chapter:
The Love for In-Store Shopping: Decoding Store Brand Personality and Image as Predictors
Copyright: © 2024
|Pages: 17
DOI: 10.4018/979-8-3693-2754-8.ch021
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.