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Store personality and behavioral intentions of customers: A comparative study of retail industry in the Czech Republic and Sri Lanka

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dc.title Store personality and behavioral intentions of customers: A comparative study of retail industry in the Czech Republic and Sri Lanka en
dc.contributor.author Wanninayake, W.M.C. Bandara
dc.contributor.author Chovancová, Miloslava
dc.relation.ispartof Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
dc.identifier.issn 1211-8516 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2012
utb.relation.volume 60
utb.relation.issue 7
dc.citation.spage 477
dc.citation.epage 484
dc.type article
dc.language.iso en
dc.publisher Mendelova zemědělská a lesnická univerzita v Brně cs
dc.publisher Mendel University of Agriculture and Forestry Brno en
dc.identifier.doi 10.11118/actaun201260070477
dc.relation.uri http://acta.mendelu.cz/60/7/0477/
dc.subject Behavioural intentions en
dc.subject Brand personality en
dc.subject Czech Republic en
dc.subject Retailing en
dc.subject Sri Lanka en
dc.subject Supermarkets en
dc.description.abstract Brand personality is recognized as a key platform for developing a loyal customer base for service organizations. When it comes to the modern retail sector, self-service supermarkets are highly concerned about branding strategies for attracting customers to their stores. However, the impacts of brand personality of supermarkets can vary in different cross-cultural contexts. Hence, in this study, researchers examined this issue by selecting two samples: from Sri Lanka and from the Czech Republic, with the purpose of comparing the impact of brand personality on customer behavioral intentions in two different cultural contexts. For the first sample, 150 regular shoppers were randomly selected in Colombo (Sri Lanka), and data was collected from a researcher administrated questionnaire. The second sample was drawn from Zlin, (the Czech Republic) where data was collected from 120 customers via using a self-administrated questionnaire. Principle component analysis and multiple regressions were used for data analysis and for testing hypotheses. This paper concludes by explaining the implications for modern retailers in designing their branding strategies, and by comparing which aspects of brand personalities of supermarkets are important in two different contexts. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1003628
utb.identifier.rivid RIV/70883521:28120/12:43868649!RIV13-MSM-28120___
utb.identifier.obdid 43868756
utb.identifier.scopus 2-s2.0-84874183776
utb.source j-scopus
dc.date.accessioned 2014-02-04T15:49:31Z
dc.date.available 2014-02-04T15:49:31Z
dc.rights Attribution-NonCommercial-NoDerivs 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Wanninayake, W.M.C. Bandara
utb.contributor.internalauthor Chovancová, Miloslava
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