The retailer brands personality: A scale development in a Tunisian context

ABC Research Alert

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Field Value
 
Title The retailer brands personality: A scale development in a Tunisian context
 
Creator Trabelsi, Dr Maryem; Business Studies, Al Jouf University. Kingdom of Saudi Arabia
Saad Allah, Dr Hawaa. A.B.; Business Studies, Al Jouf University. Kingdom of Saudi Arabia
Hussien, Dr Balsam.S.A.; Business Studies, Al Jouf University. Kingdom of Saudi Arabia
 
Subject retailer brands, brand personality, retailing branding
 
Description 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. 
 
Publisher ABC Research Alert
 
Contributor
 
Date 2018-04-11
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier https://journals.abc.us.org/index.php/abcra/article/view/1057
 
Source ABC Research Alert; Vol 6, No 1 (2018): January-April 2018 Issue; Saudi Arabia
 
Language eng
 
Relation https://journals.abc.us.org/index.php/abcra/article/view/1057/888
 
Rights Copyright (c) 2018 Dr Maryem Trabelsi, Dr Hawaa. A.B. Saad Allah, Dr Balsam.S.A. Hussien
http://creativecommons.org/licenses/by-nc/4.0
 

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