دانلود مقاله ISI انگلیسی شماره 44887
عنوان فارسی مقاله

منابع شخصیت خرده فروش: برداشت برند خصوصی

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
44887 2016 9 صفحه PDF سفارش دهید 7240 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Sources of retailer personality: Private brand perceptions
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 28, January 2016, Pages 117–125

کلمات کلیدی
شخصیت خرده فروش - برند خصوصی - اعتماد - نگرش - وفاداری
پیش نمایش مقاله
پیش نمایش مقاله منابع شخصیت خرده فروش: برداشت برند خصوصی

چکیده انگلیسی

This study focuses on the impact of two antecedents of retailer personality (grasped by five personality traits: introversion, conscientiousness, agreeableness, sophistication and disingenuousness), on trust and attitude toward the private brand, as well as on one major consequence of these three concepts, loyalty to the retailer. Data were collected through a natural experiment on a convenience sample of 226 consumers of a French grocery retailer. Using partial least squares analysis (PLS), our results mainly indicated that (1) private brand trust has a positive and significant influence on the retailer personality traits “conscientiousness” and “sophistication” (2) private brand trust and private brand attitude have a positive and significant influence on the retailer personality trait “agreeableness” (3) trust and attitude toward the private brand have a positive and significant influence loyalty to the retailer while retailer personality traits have no influence on this variable. This research fills a gap in the literature since few studies have looked at the antecedents of retailer personality. Moreover, it reinforces the strategic importance of private brands for retailers since they have the potential to improve retailer personality and loyalty to the retailer.

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