Impact of retailer personality on consumer‐based retailer equity

Abstract

PurposeThe purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity.Design/methodology/approachThe authors developed a retailer personality scale and find its impact on consumer‐based retailer equity by adopting the scale developed by Pappu and Quester. A mall‐intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in a metropolitan city, Kolkata, India. The questionnaire was used to collect data from seven department retail brands. The impact of each retailer personality dimension on each consumer‐based retailer equity dimension was explored, using structural equation modeling.FindingsThe study proposed a five‐dimensional scale to measure department store personality. Results indicated that the three dimensions of store personality, namely sophistication, dependability and empathy, have significant positive impact on each consumer‐based retailer equity dimension except one (empathy→retailer loyalty). The remaining two dimensions of retailer personality, namely authenticity and vibrancy, have no impact on each consumer‐based retailer dimension.Originality/valueThe paper is the first to propose a scale for measuring department store personality and to explore the link between retailer personality and consumer‐based retailer equity.