Purpose

Despite competition and supply-chain disruptions during Covid-19 pandemic (2019–2021), one grocery retailer consistently thrived and was ranked top. The sources of the sustained performances needed examination. Guided by self-congruity theory and integrating three models, the authors examined how much the retailer's brand performances (brand loyalty, equity, preference and repurchase intentions) were emanating from brand personalities and marketing offerings. The mediating roles of brand loyalty and equity were tested.

Design/methodology/approach

Cross-sectional data was collected from 480 frequent customers using an online questionnaire posted on the researchers' social media pages. Factor analysis was conducted to identify the dimension that best describes the grocery retailer. Partial least square–structural equation modelling (PLS-SEM) was used to test a conceptual model.

Findings

Factor analysis results show that brand sincerity (28.582% variance-explained; M = 4.1) was top (factor 1), followed by excitement (20.336% variance-explained; M = 3.9) and then trustworthiness (18.854% variance-explained; M = 3.87). PLS-SEM results revealed that two brand personalities (brand excitement and trustworthiness) and marketing offerings (price, place, product, promotion) impacted loyalty found to be a strong driver of brand equity. Repurchase intention and brand preference were influenced by brand equity. Brand loyalty mediated most of the relationships between brand personality dimensions, marketing offerings and brand equity. Brand equity also significantly mediated the relationships between brand loyalty, preference and repurchase intentions. The integrated model produced high explanatory powers with brand equity (67.8%), brand preference (71.7%), brand loyalty (63.2%) and repurchase intentions (54.2%).

Originality/value

The study extends a brand personality-loyalty model through integrating two other models that provided marketing offerings and brand equity outcomes. It demonstrates that a stream of profitable customers' responses awaits a retailer who holds both brand and customer mindsets by building admired brand personalities while providing desired marketing offerings.

中文翻译：

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杂货零售商的品牌表现来自品牌个性和营销产品

目的

尽管在 Covid-19 大流行期间（2019-2021 年）存在竞争和供应链中断，但一家杂货零售商始终蓬勃发展并排名第一。持续表现的来源需要审查。在自我一致性理论的指导下，作者整合了三个模型，研究了零售商的品牌绩效（品牌忠诚度、资产、偏好和回购意图）在多大程度上源自品牌个性和营销产品。品牌忠诚度和资产的中介作用得到了测试。

设计/方法论/途径

研究人员使用发布在社交媒体页面上的在线调查问卷从 480 名常客那里收集了横截面数据。进行因子分析以确定最能描述杂货零售商的维度。使用偏最小二乘结构方程模型（PLS-SEM）来测试概念模型。

发现

因子分析结果显示，品牌诚意（28.582% 方差解释；M  = 4.1）最高（因子 1），其次是兴奋（20.336% 方差解释；M  = 3.9），然后是可信度（18.854% 方差解释；M = 3.9）。 = 3.87）。PLS-SEM 结果显示，两种品牌个性（品牌兴奋度和可信度）和营销产品（价格、地点、产品、促销）会影响忠诚度，而忠诚度是品牌资产的强大驱动力。重复购买意愿和品牌偏好受品牌资产的影响。品牌忠诚度调节了品牌个性维度、营销产品和品牌资产之间的大部分关系。品牌资产还显着调节品牌忠诚度、偏好和重复购买意愿之间的关系。综合模型对品牌资产（67.8%）、品牌偏好（71.7%）、品牌忠诚度（63.2%）和重复购买意愿（54.2%）产生了较高的解释力。

原创性/价值

该研究通过整合其他提供营销产品和品牌资产结果的两个模型来扩展品牌个性忠诚度模型。它表明，通过建立令人钦佩的品牌个性，同时提供所需的营销产品，零售商可以同时拥有品牌和客户心态，从而获得一系列有利可图的客户反应。