Abstract
Of recent interest in consumer behavior research and retailing branding is the consumer's use of retailer brands that increases over time. Starting from the set of unique characteristics that those brands do own, this study sheds light on an uncovered area relating to their perception and their mental positioning and presents hence a measure of their perceived personality in the Tunisian context. Despite the big number of scales that were developed to measure brand personality, yet no research has focused on the retailer brands personality. To fill in this gap, a set of interviews was administrated, and then evidence for the scale’s reliability was presented thanks to a series of statistical analyses.
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