Do Store Brands have a Personality?

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Çakıroğlu K. I.

International Journal of Business and Management Studies, vol.6, no.2, pp.457-466, 2017 (Peer-Reviewed Journal)


While there are many studies on brand personality of national brands, there are very few studies on store brands’ personality in the literature. This study aims to fill this gap in the literature and make an attempt to put store brands’ personality at forefront. In this context, primarily specifying rising significance of store brands in different countries, store brands are examined in detail in terms of personality, brand personality. It is examined whether store brands have personality within the theoretical structure. Finally, the study refers to important points that raise awareness of store brands’ personality for retailers and brand managers.