Consumer Personality and Research Methods 2005 Conference
Dubrovnik, Croatia, September 20-24, 2005
http://www.cpr2005.info
Abstract
The impact of brand personality on consumer behavior: A model and empirical application to supermarket store
names in France and Tunisia
Sarah Ben Sliman
Ecole Superieure de Commerce de Tunis, Tunisia
sarah.guetari@lycos.com
Jaen-Marc Ferrandi
University of Dijon, France
Dwight R. Merunka
University of Aix-Marseille and EUROMED Marseille, France
Pierre Valette-Florence
University of Grenoble, ESA, France
Keywords:
branding, personality, consumer behavior, commitment, supermarkets
Type of contribution:
Poster presentation
Abstract:
The main objective of this paper is to test the explanatory power of brand personality on consumer behavior. We explore the
impact of the brand personality on store names and particularly on two well-known supermarket chains. A measurement model
of brand and store personality is applied to two French supermarket store names and to one supermarket store name in Tunisia.
Results show that store personalities do vary across competing supermarket chains. An explanatory model estimated through
regression analysis and structural equation modeling shows that store personality does affect both attitude and commitment
toward the store name. However, personality traits that do have an impact differ when explaining attitude or commitment
toward the brand.