DESIGNING A MODEL OF RETAILER BRAND PERSONALITY BASED ON EXPERIENTIAL VALUES IN MARKETING

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KHODDAMI SOHEILA; OSANLOU BAHAREH

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Journal: New Marketing Research Journal Year:2017 | Volume:6 | Issue:4 (23) Page(s): 89-105

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Title

DESIGNING A MODEL OF RETAILER BRAND PERSONALITY BASED ON EXPERIENTIAL VALUES IN MARKETING

Author(s)

KHODDAMI SOHEILA | OSANLOU BAHAREH | Issue Writer Certificate

Keywords

RETAILER BRAND PERSONALITYQ1

EXPERIENTIAL VALUESQ1

RETAILER BRAND LOYALTYQ1

EXPERIENTIAL MARKETINGQ1

Abstract

The importance of the concept of RETAILER BRAND PERSONALITY is undeniable. Marketing experts believe that retailers such as individuals and products brands have a distinctive personality from the consumer’s perspective. The researchers have a considerable emphasis on this concept when conducting this research on consumer loyalty and satisfaction. The most important issue regarding RETAILER BRAND PERSONALITY is to answer the question of what factors and how they lead to the formation of RETAILER BRAND PERSONALITY. In this research, the researchers tried to answer to this question based on EXPERIENTIAL MARKETING approach. The present research has evaluated the effect of four experimental values on RETAILER BRAND PERSONALITY dimensions based on conceptualization of the experimental values in marketing.Finally, the relationship between the dimensions of RETAILER BRAND PERSONALITY and brand loyalty was evaluated. This research is a practical research in terms of purpose and survey analysis in terms of methodology. Statistical population of the research was selected among the customers of Hyper Star Store in Tehran using accessible sampling. Also data were collected using questionnaire and its validity and reliability were confirmed using experts and Cronbach's Alpha, respectively. The results showed that only the experimental values of service excellence have a positive impact on all the three dimensions of RETAILER BRAND PERSONALITY. In addition, reactive values have more effect on RETAILER BRAND PERSONALITY than active values.

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APA: Copy

KHODDAMI, SOHEILA, & OSANLOU, BAHAREH. (2017). DESIGNING A MODEL OF RETAILER BRAND PERSONALITY BASED ON EXPERIENTIAL VALUES IN MARKETING. NEW MARKETING RESEARCH JOURNAL, 6(4 (23) ), 89-105. SID. https://sid.ir/paper/194664/en

Vancouver: Copy

KHODDAMI SOHEILA, OSANLOU BAHAREH. DESIGNING A MODEL OF RETAILER BRAND PERSONALITY BASED ON EXPERIENTIAL VALUES IN MARKETING. NEW MARKETING RESEARCH JOURNAL[Internet]. 2017;6(4 (23) ):89-105. Available from: https://sid.ir/paper/194664/en

IEEE: Copy

SOHEILA KHODDAMI, and BAHAREH OSANLOU, “DESIGNING A MODEL OF RETAILER BRAND PERSONALITY BASED ON EXPERIENTIAL VALUES IN MARKETING,” NEW MARKETING RESEARCH JOURNAL, vol. 6, no. 4 (23) , pp. 89–105, 2017, [Online]. Available: https://sid.ir/paper/194664/en

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