Does brand personality vary across retail brands and gender ? An empirical check

This study is an effort to examine whether retail brand personality varies across the different retail brands. Subsequently, this study also examines whether the perceptions of retail brand personality vary from male to female shoppers. The data were collected using questionnaires from 410 respondents in a mall-intercept survey conducted in Kolkata, India. The data collection was done for two retail brands, namely department and specialty clothing. The data had been collected from the shoppers of age 18 years and above. MANOVA was used to analyse the collected data. Results revealed that retail brand personality varies across the different retail brands. The study also found that the perceptions of retail brand personality vary from male to female shoppers. Arguably, this is the first empirical study to examine whether retail brand personality varies across the different retail brands and gender.